Market research

Your very own demographic: The power of "Quirks in Common"


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"What I do is call my client's customers . . . " I said, in a dinner conversation with a marketer, at a conference.

“And they all say something different,” he interrupted, proudly, and laughing, because this was his own favorite rationale for not calling his own customers. 

Voice of the Customer research that actually convinces the CEO to do the right thing


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As a revenue coach, I do not consider my work successful until sales start going up. And sales will not go up until the CEO and other top managers make the mental shift from company-centered to customer-centric. 

Traditional methods of customer research do not flip that switch. I know, because I’ve seen them all fail: focus groups, online surveys, email surveys, and so on. 

 

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