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Seek out your worst customers
’No, love, it doesn’t make your bum look big at all.’ We all know deep down that if we want a truthful answer, there’s little point asking those closest to us.
And yet we make that mistake all the time when it comes to market research. If you want to find out what customers genuinely think of your company, don’t rely on the opinions of your biggest and best customers. Look out instead for those who are disenchanted with you. You’ll have to seek them out, as they’re not the ones to fill out surveys. You should also do it personally. The Chief Exec of one company I know would phone his customers as they came out of the Christmas parties. Fuelled by booze, they gave him far more honest answers than they would ...
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