What companies do this type of research?

Just about everyone. Why? Because it’s the best way to hear “the voice of the customer.” As our world becomes more complex and relationships between companies and their customers becomes more personal – think about technology and how that has made us so much more connected – hearing what customers think becomes that much more important. And it’s not just companies that sell things: Lawyers want to hear how you would rule if you were on a jury trial, government agencies want to hear how they can improve their services (honest…), publishers want to speak with teachers about their textbooks and how to make them better, pharmaceutical companies want to speak with physicians and other healthcare professionals to better understand what they prescribe and why.