“If we’d asked our customers what they wanted they’d have said faster horses”, the famous quote from Henry Ford, founder of Ford Motor Company, illustrates a certain point of view around customer research. It appears to diminish the relevance of seeking customer feedback or insight – but we must look at Henry Ford’s overall business trajectory to fully understand the unique balancing act of coupling customer research with innovation to solve a problem.
In this article, we explore:
- Using customer research to define the problem
- The gains that can be made from combining customer needs with innovation
- How to invest and understand the needs and desires of customers