How to keep employees connected to customers

Developing an understanding of your customer to build a successful product or business model is not just a data crunching game. Quantitative market research and analytics are important and useful, of course. But when it comes to identifying breakthrough ideas, individual customer experiences can be uniquely powerful.
Responsibility for acquiring qualitative customer insights is often outsourced to a market research firm. I think the instinct to always look outside for this customer research could use a second look. Market research firms may have their place in your product development strategy, but today’s companies also need all their employees to have a deep, strategic understanding of their business and customers. And your employees can — and increasingly must — act as market researchers, transforming the company into what I’ve previously described as an “ Insight-Driven Organization.” Read more…