Most businesses aren’t putting their mouths where the money is.
Yeah, you read that right.
No, it’s not as clever as I hoped, and it sounds vaguely sexual… but let’s roll with it.
What I mean is…
Most companies still don’t understand the value of customer research.
Y’know, talking to customers.
Oof. Did you grimace?
For that, you need our ol’ pal “qualitative data” – but that leaves us with important questions:
- What does this kind of customer research look like?
- How do you collect it?
- How do you make sure the feedback is MEANINGFUL?
- Does it have to be an exhaustive, $100,000 undertaking?
- Isn’t “research” just busywork CROs do to pad up their rates?
I’m going to share one simple way to get great customer feedback that I think every business should be doing, because it’s so damn powerful.