Every business has customers, but how well they know their customers is another question. In a recent Harvard Business Review blog, Peter Merholz explains that many large companies lose that vital interaction with their customers as their business begins to grow.
“Business cannot exist without customers, so it’s sadly ironic that many, if not most, businesses, actually understand so little about them,” says Merholz. “In order to become customer experience-driven, you need to go beyond who your customers are, and understand what they do.”
While it may feel tempting to place your customers into simple, definable categories, Merholz urges companies to dig deeper and understand their customers as real people living in a messy, complicated world. What does that mean for your company? It means going beyond the high-level data and seeking to understand and appreciate your customer’s behavior and true motivation.
Through the use of custom qualitative research, companies have the ability to tap into those valuable insights and uncover the underlying motivations behind their customer’s unique behavior. From In-Store Intercepts, Shop-Alongs to Ethnographic Studies, the right qualitative research will provide a clear, in-depth analysis of your customer in the context of their daily lives.
How well do you know your customer? Maybe it’s time to take a deeper look…