[grueful]

"Statistical significance is irrelevant when you’re doing customer research."

There is a time and a place for carefully-written Likert surveys with control questions and large samples. Psychological research, election polling.

Customer research is about learning the realities of someone else's world. What you're aiming for is more a structured conversation than a statistical survey. Are you both speaking the same language, are you overlooking any major cultural or procedural factors, what emotional responses occur repeatedly and what triggers them?

[bloodredsun]

It's the difference between empirical research and phenomenology and one of the things that makes Psychology a) a bit woolly compared to other sciences and b) a lot more interesting.