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PAPER: The Research Paradox

Why customer questions matter more than opinions solicited through market research

When it comes to insights and opportunities, traditional market research techniques like focus groups and surveys are more misleading than you think. 

Leading consumer behaviorist Philip Graves, author of the widely influential book Consumer.ology, gives examples of how data gathered in focus groups has led major organizations astray and explains: 

  • Why customers are incapable of revealing their true preferences in focus groups
  • The bias of data gained via social media
  • How digital and voice interactions that capture conversations and voice of the customer are the key to understanding what they really want

Download this paper to learn how customer questions unlock insights and opportunities for your brand.