New Coke
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Why You Shouldn’t Ask Customers What They Want
The customer is always right. If you involve customers – you’ll make better decisions. The only problem with statements like these is that they don’t seem to account for all those occasions when the customer wasn’t right. They don’t explain… Continue reading
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5 Reasons You Need To Question What Customers Are Telling You
Despite little evidence of impact, each year millions of pounds are spent on market research, focus groups, and ‘coproduction’. The danger of listening to customers is you end up focusing on wants not needs. Often what a customer wants is… Continue reading
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How Not To Involve Customers
In 1985 one of the biggest brands in the world nearly destroyed itself – by listening to what customers said. Coca-Cola developed a product dubbed “New Coke” that was slightly sweeter than the original. Almost 200,000 blind taste tests were… Continue reading
Paul Taylor 