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Customer research has some big problems. You might think the big problem with customer research is not asking the right questions. But it isn’t.
Then, surely it’s asking the wrong people the wrong way, right? But that’s not it either.
The biggest mistake people make in customer research is not doing it often enough.
Let me explain. Frequently, clients hand me their most recent customer research—and it’s from seven years ago. Seven years constitutes a significant timeframe in the realm of customer markets.
Consider the preceding seven years and the transformative impact they had on the world:
- We grappled with a nearly two-year-long pandemic that brought the world to a standstill and dealt a severe blow to businesses.
- This global crisis spurred an unprecedented acceleration in the digital transformation of analog experiences, reshaping how people communicate, work, and shop.
- Our return to the new normal revealed double-digit inflation across various consumer goods, significantly disrupting spending habits.
When grocery bills rival what individuals used to allocate for car payments, and car payments align with previous spending on mortgages, the available disposable income diminishes. Consequently, people’s responses to survey questions may change a bit.
In this episode, we explore the problems of customer research, how to avoid them, and a powerful new tool that can help you unlock customer insights like you have been doing it all your career.
In addition, you will also learn:
- Which restaurants survey respondents think Colin and Ryan are more likely to frequent based on their pictures
- A must-have three-step system for developing customer surveys and the new platform that makes it accessible for anyone to get started
- How many murders it takes to be a mass murderer, and how many chainsaws Ryan has in his garage even though he is not a lumberjack (or a murderer or any sort)
- How surveys showed that nearly two-thirds of customers don’t realize the influences that drive their behavior as customers
What you should do to improve the customer insights you ascertain from your customer research efforts
Colin Shaw, Founder & CEO Beyond Philosophy
LinkedIn recognizes Colin Shaw as a ‘Top Voice’ and as one of the ‘World’s Top 150 Business Influencers.’ As a result, he has over 283,000 followers and 82,000 subscribers to his LinkedIn newsletter ‘Why Customers Buy’.
Professor Ryan Hamilton, Emory University
Ryan is an award-winning teacher and researcher in the field of consumer psychology.
Join over 82,000 people and subscribe to Colin’s LinkedIn newsletter ‘Why Customers Buy’.