How to Use Qualitative Interviews to Help Your Business Grow

Without that context, you're going to have a really hard time writing something like a survey. Even with people who do complete open-ended surveys, the depth of information that you get is not at all equal to what you would get in a one-on-one interview. So, I always say when you don't know a lot about the problem space or the particular topic or concept or idea and how it relates to your users, that's when you start with the qualitative side.