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Understanding actual customers’ needs through user research


ALL businesses generally believe that they understand why their customers are using their product or service. This is certainly what I found when I queried businesses about this.

More often than not, they indicated a sense of surprise when asked the question. Without exception, or hesitation, businesses answered. When probed a little further, however, many confessed they hadn’t engaged in research beyond comment cards or feedback forms on websites.

Speaking with general consumers, I couldn’t help but think that they might be a little…



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