Subjectivity in survey data cannot be avoided. The simple act of asking a sample of people certain questions, and recording their subjective answers, entails faith that the data will be useful to you.

Think of any engineered system or product on the market. The decision for that system or product to be operational was made by an engineer. Given the same data, different engineers will make different ...

Using surveys and focus groups to get a read on customers is time consuming and subjective. Here’s what to do instead. As a company, knowing what your customers are saying about you and how they feel ...