Listen to Your Frontline Employees - Anthony Tjan - HBR

A basic prerequisite for business success is to know — really know — your customers. There's a variety of traditional research methods aimed at better understanding customers: usage analysis, conjoint analysis, cluster analysis, roundtables, panels.

But there are a few reasons why traditional research sometimes fails to deliver:

1) Customers don't always say what is really on their mind;

2) Customers often don't know what they don't know; and

3) Those conducting the research may bias results with the types of questions they are asking (wrong questions mean wrong answers).

Source: Posted by adminadmin 1030 days, 18 hours, 51 minutes ago

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