Do you really understand your Customer? Don Gregory said most often the answer is no. Sales Pipline Radio with Matt Heinz
Don Gregory of OnTarget Consulting + Research is a guest on Sales Pipeline Radio with Matt Heinz.
Some of the points covered are:
- The importance of gathering market insights and marketing intelligence
- Doing research to understand what the markets are interested in
- The importance of having those insights at the front of the process to guide and help navigate product development, message development
Matt Heinz asked, "Why is it so important to make sure you are approaching this research right? Maybe a different way of asking that is went it is sometimes dangerous to have company insiders do their own research?"
Don responded with, "Their bias to start with. And they don’t know that many… I do the research completely inside and go out I bring a natural bias to me, with me as I do that investigation. And the rigor has to be impartial and has to be neutral. When I am looking for an answer to a question, I have to have integrity in process and in actions to make sure that I work an honest answer to what I am looking for versus – here is my assumption on what the answer is therefore am going to ask the question to assume and get the answer that I am looking for.
"If you are highly confident that you know your customer, you know your marketplace, your competition, and emerging trends with your consumers, you can argue that you don’t need to get insight early on in the process of going to market... The reality is that most companies and most leaders really don’t have that insight."
Don Gregory, OnTarget Consulting + Research