Awkward Reality #423

We all hear what we want to hear. So we should require unfiltered, quantitative customer data.


After presenting conclusions from months of VOC research, a marketer’s boss said, “No… I think customers want this instead.” A terrible reaction, but why did it happen? The marketer had no hard data—just quotes, impressions and anecdotes. You’ll be more believable, confident and correct—with unfiltered, quantitative customer data.

More in 2-minute video at 27. Quantitative interviews are a must