The most powerful statements come directly from the decision-makers themselves.
The respondent’s permission is obtained to record the interview for analysis purposes. You receive a verbatim transcript of what was said, with key customer comments identified. Verbatim comments carry weight and credibility because they are NOT written by anyone in your sales or marketing departments and then signed by the customer. Instead, these are “direct from the horse’s mouth” comments about why you or your competitor were selected. Use them to exemplify findings from quantitative analysis of interviews in aggregate--they are your strongest message for action.