Learning Surveys suck. Conversations rule. The heart and soul of my Clarity Brand Design process is the dialog interview, a 30 minute, open-ended discussion with a representative sampling of stakeholders. As many times as I've done it, I am consistently amazed at the clarity of understanding one can get about a customer's needs or perceptions simply by talking to her or him one-on-one. So, writing in Harvard Business Review, Graham Kenny had me at hello. Article: Customer Surveys Are No Substitute for Actually Talking to Customers