Management Tip of the Day: Use Words, Not Numbers, to Understand Your Customers

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Are you having trouble viewing this email? If so, click here to see it in a web browser. HOME   |   BLOGS   |   THE MAGAZINE   |   BOOKS   |   AUTHORS   |   STORE RSS   |   Mobile JUNE 11, 2010 Use Words, Not Numbers, to Understand Your Customers When it comes to customer data, many believe that multiple-choice surveys across large samples that can be statistically analyzed yield the most rigorous research. This type of analysis, however, only gives you a shallow understanding of your customers. To get more nuance, use qualitative methods to discover what your customers think about your products and services. Qualitative techniques, such as focus groups or open-ended questionnaires, let you delve deeper into the relationship between your firm and those who buy or use your products. They also allow your customers to express their opinions using their own words, not yours. Today's Management Tip was adapted from "The Secret to Meaningful Customer Relationships" by Roger Martin. Read the full blog post and join the discussion » Share Today's Tip: RELATED PRODUCT Analytics at Work NEW! Harvard Business Press Book Most companies have a massive amount of data at their disposal, yet fail to utilize them in any meaningful way. But a powerful new business tool — analytics — is enabling many firms to aggressively leverage their data in key business decisions and processes, with impressive results. ADVERTISEMENT Follow the Tip: PREVIOUS TIPS How to Build Better Working Relationships with Gen Ys 3 Tips for Changing Careers Within Your Company 2 Ways to Assess Behaviors, Not Just Results 3 Ways to Boost Your Cultural Sensitivity When Your Employee is Unaware of Unspoken Rules How to Assess If You're Ready for a Global Role 2 Ways to Get Mentoring without a Mentor 3 Tips for Giving Your Boss Feedback Rid Your Organization of Email Dysfunction Be Wary of the Downsides of Entrepreneurship BEST SELLERS Guide to Persuasive Presentations HBR's 10 Must Reads: The Essentials Financial Intelligence Collection HBR's 10 Must Reads on Managing Yourself Guide to Better Business Writing Job Seekers, Take Note Whether you've been laid off or are considering a job change, HBR's Guide to Getting a Job will help ensure that your next move is the right one. Only $19.95. Buy now » UNSUBSCRIBE   |   UPDATE YOUR PROFILE   |   MORE EMAIL NEWSLETTERS   |   PRIVACY POLICY Was this email forwarded to you? If so, sign up to start receiving your own copy. ABOUT THIS MAILING LIST You have received this message because you subscribed to the "Management Tip of the Day" email newsletter from Harvard Business Review. If at any point you wish to remove yourself from this list, change your email address, or sign up for other email newsletters and alerts, please visit the Harvard Business Review Email Newsletter Preference Center. ADVERTISE WITH HBR This enewsletter is read by thousands of decision makers every day. Learn more about connecting your brand with this audience. Copyright © 2010 Harvard Business School Publishing, an affiliate of Harvard Business School. All rights reserved. Harvard Business Publishing | 60 Harvard Way | Boston, MA 02163 Customer Service: 800-545-7685 (+1-617-783-7600 outside the U.S. and Canada)