Jun 8, 2017

Why measuring customer preferences is an illusion

We all know the quote with the faster horses, even though Henry Ford probably never said it. But it is very useful in order to understand that innovation almost never comes from what consumers tell you in a survey. There are reasons for that, and similar reasons apply to customer data in general. This article points out why customer data from studies or research might be helpful in many ways, but can't deliver a blueprint of what to build next (and please note, this does not refer to data constantly generated and analyzed through product usage, but to the "traditional" survey data many use). Interesting read:

https://jtbd.info/the-illusion-of-measuring-what-customers-want-3672a7892eb