Save Time and Money with the ALL Approach to Customer Research | Fast Company

Quantitative research has its place. It can help to segment a market, understand market preference for a product feature or measure customer satisfaction. But it can’t substitute for high-touch, one on one conversations with customers.
via Save Time and Money with the ALL Approach to Customer Research | Fast Company. Lots of folks have lots of ideas about market research. As with any function, everyone thinks they can do it without an expert. Neil Baron wrote a good article on the value of one-to-one interviews before you do a quantitative survey.
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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