Get to know your customer’s better. As an
analyst at Forrester, I’m always talking to companies about opportunities with
social media, marketing, new product development, and design. I’m constantly
appalled by how little companies know about their customers. So few have any
actionable knowledge beyond the standard demographics. I hope firms will put a
little more time, effort and money into the research process – and yes, that
means qualitative research.
Having past experience with conducting ethnographic research, I'm keenly aware of the amazing insights that come from that brand of research. What I haven't had the opportunity to do is bring the insights from ethnography into a quantitative research effort. What a perfect fit: qualitative=discovery, quantitative=validation. It's like chocolate and peanut butter.
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