8.1 Summarize Responses

The insights you gain from in-depth interviews will guide you in creating an effective customer survey for your business. Your first step is to summarize and profile the responses from each respondent and then aggregate them in a summary table. For example, Table 10 shows the buyer profile for Mrs. Rich Goldman and Table 11 summarizes the buyer profiles for all 11 in-depth interviewees, starting with her responses. Each duplicated response was used as a response option for a question in JetSpray's customer survey (Table 12).

Table 10. Buyer Profile for Mrs. Rich Goldman

CategoriesTopicsCharacteristics
Buying behaviorsEnd useBenefitUsage rateLoyaltyShopping priorityProblemDesireEntertaining guestsImpressing guestsTwo 3-passenger ...

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