The Secret to Discovering What People Need

“People don’t know what they want until you give it to them.”  --Steve Jobs

We LOVE surveys because they make data measurable and organized ...BUT... there are some things surveys cannot explain well.  Primarily, WHY and HOW consumers do what they do.

If you want to figure out what people need, asking "What do you want?" will not get the accurate answer.

Find out what your customer needs by understanding their concerns.
The more you can engage your customer in real life conversations, the better you will understand what they need. 

Think of yourself as a highly specialized doctor. Your patient isn't there to tell you what procedures and medicines they require. If you ask the right questions, your customer will tell you what is troubling them and then you are positioned to provide the remedy.