Surveys give you general information – breadth, not depth. Interviews and focus groups are better methods to use when the subject matter is complex and you want to fully understand the opinions of your subjects.

--Individual Interviews are useful when you're concerned about maintaining the participants' anonymity, or want to make sure that they feel free to express unpopular ideas.

--A Focus Group is a carefully planned discussion designed to obtain perceptions on a defined area of interest in a permissive, nonthreatening environment. It is conducted with 6 - 10 people who are selected because they have certain characteristics in common that are related to the topic. Participants simply state what they believe and are not expected to work toward consensus or rethink their views. Many participants find the interaction stimulating and mention things they would not have thought of individually.