This document provides guidance on combining quantitative and qualitative data for customer research organizations (CROs). It discusses using both analytics to understand what is happening on a site, as well as user feedback to understand why. Specific examples are given of companies that improved outcomes like conversion rates and app store ratings by gathering user feedback through methods like surveys and feedback buttons. The document also provides tips for effective survey design, including keeping surveys short, using simple language, and asking targeted questions related to specific user behaviors or pain points. Industry benchmarks for survey conversion rates are also listed.