Step 3: Field the Research

• You send out a letter to your customers. We follow-up with an email asking them to complete a short attribute survey on the GSG web site. Letter tells of the importance of survey, how much their input is valued, instructions for completing the survey via the GSG web site.

• GSG researchers conduct in-person interviews. They can take as little as 15 minutes each. (That’s what is asked.) Most surveys, because the customers want to talk so much, last at least 30 minutes. Some have lasted almost 2 hours. Researcher follows up with a hand-written thank you letter.

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