This chapter covers the purpose of the exploratory research: asking the right questions. The essential starting point for a customer satisfaction measurement (CSM) survey is to carry out exploratory research to access the lens of the customer. To conduct exploratory research for CSM supplier must talk to some customers. Supplier can either talk to them one at a time or in groups. The chapter examines each of the exploratory research techniques in turn, starting with the depth interviews. The purpose of the depth interview is to come to really understand customers, to clarify the things that are important to them, to draw out the things that make them satisfied or dissatisfied as customers. For CSM exploratory research focus groups are similar to depth interviews, except that instead of talking to just one customer, a discussion is held with six to eight customers.