Surveys probably aren't your best bet, for various reasons. People don't want to answer them, or they don't answer honestly, or they don't offer the opportunity

Surveys probably aren't your best bet, for various reasons. People don't want to answer them, or they don't answer honestly, or they don't offer the opportunity to drill into the whitespace between your pre-selected answers, etc. Direct, one-on-one conversations with individuals will probably give you more "bang for your buck" in this regard. Also, I personally would not recommend outsourcing something this important to a 3rd party firm. Make the calls and do the interviews yourself if at all possible. My suggestion is to read The Four Steps To The Epiphany and follow the advice contained within.