The method entails asking individuals to retrospectively describe a situation about your product or service that, in their estimation, either ended well or poorly. The research team collects incidents which are really just positive or negative experiences captured through directed storytelling, interviews, or diary studies. Between 50 and 100 incidents are usually enough to collect for a workable sample size, but depending on the nature of the problem you are studying, you may want to collect more. The CIT will help you to identify :