For anyone interested in the art and science of surveys/customer interviews, I found this book to be quite helpful: http://www.amazon.com/Asking-Questions-Defin

For anyone interested in the art and science of surveys/customer interviews, I found this book to be quite helpful: http://www.amazon.com/Asking-Questions-Definitive-Questionnaire-Questionnaires/dp/0787970883/ref=sr_1_1?ie=UTF8&qid=1366916840&sr=8-1&keywords=asking+questions http://www.amazon.com/Asking-Questions-Definitive-Questionna... It's written for sociology/anthropology students, but the principles are equally applicable in product conversations. It's filled with lots of best practices for designing questions, interview flows, surveys, and other customer tools. There's actually a lot of mistakes that can be made without realizing and this book helps prevent many of them. e.g. switching up types of questions from yes/no, to scales, to free response to prevent answers based on momentum.