1 Minute Marketing Leader: #11 Find real customer insights

The hard truth is: most research on customer insights goes unread, unvalued, unused. That’s a pity. But there’s a reason. Much of today’s research throws out facts that people can’t use. Time to end the waste.


Consider more “how to” research. Find customer insights that help people do things differently, better, faster. If in doubt, ask customers a very simply question: “what’s the one thing we could do better?”

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