How is qualitative feedback collected from customers?

Qualitative feedback is primarily gathered through focus groups because this method allows for in-depth discussion and exploration of customer opinions, perceptions, and feelings regarding a product or service. In a focus group setting, participants can engage in conversations where they express their thoughts, delve into their experiences, and provide nuanced insights that might not emerge from more structured formats like surveys or observational methods. This setting encourages dynamic interactions and helps facilitators understand the underlying reasons behind customer attitudes.

While customer surveys can gather both quantitative and qualitative data, they typically limit responses to predefined questions which may not allow for deep exploration of customer sentiments. Observation is more about recording behaviors rather than gathering subjective opinions directly from customers. Web analytics provides quantitative data regarding user interactions on websites but does not capture the qualitative insights that focus groups do. Therefore, focus groups are the most effective means of collecting qualitative feedback, as they prioritize the richness of customer narratives.