Customer inquiry

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You can check all the usual boxes—great execution, solid management, well-integrated teams, stellar new product development processes. Yet if you can’t see what’s coming in three, five, or ten years, you not only risk losing market share but also suffering the complete disintegration of your company, your industry, and your business model.

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Conducting a survey before understanding the requirements—and without an image of what it is like to be the voter—gets the flawed results we saw in this year’s polls. Diving deeply into the populace enables far more accurate predictions.

Discoveries

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It’s no longer headline news that emotion plays a role in decision making, even in business. How can you take advantage of this fact to help people in your organization understand customers at a deep, intuitive level?

Discoveries

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You probably have a good idea about what makes product development innovative. You may already have a plan to create a culture of innovation in your development organization. But are you overlooking a key part of the business that could contribute substantially to product development innovation?

Discoveries

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One of the best ways to understand your customers’ lives is by interviewing them.

Unfortunately, the customer interview is one of the most frequently botched methods of obtaining information.

Find out why.

Discoveries

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The biggest risk to your company right now probably isn't bankruptcy. But losing market share to competitors or being blindsided by other companies doing a better job of capturing their customers' emotions and experiences... those scenarios can become your motivation to take action long before your company runs out of cash and time.

Discoveries

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Over the years I have helped scores of companies develop rigorous voice-of-the-customer programs so they can understand at a deep level what stands in the way of their customers' success and define their products accordingly.

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