This paper is an effort to describe a quality process that is going on, at a big service company in Sweden. A process that is aiming to a better relation with the customers and an improved internal climate.
For their external, customer-targeted research, industrial market researchers have access to a varied range of quantitative and qualitative methods adapted to the particular characteristics of the environment under study. Polling is an accurate means of measuring ownership of appliances or equipment; the semi-directive interview can record motivations and perceptions; while the monograph allows us to understand the decision-making process as a multi-actor system