Customer Quote by Harvard Business School Press

“Peter Drucker, the noted management guru, wrote in the Wall Street Journal that “customer research may be more important than market research—but far more…

— Jaynie L. Smith

“The only perceptions that matter are those of your customers. Yet companies often design their marketing, advertising, and sales messages from a purely managerial…

— Jaynie L. Smith

“Only after knowing what jobs customers are trying to get done and what outcomes they are trying to achieve are companies able to systematically…

— Anthony Ulwick

The need to engage businesses and decision makers with customers can only increase in importance, and as it does, the market research industry must…

— Alex Johnston

“We needed a greater sense of urgency.” So the management team decided that field managers would not be eligible for promotion unless their branch…

— Harvard Business School Press

During my time growing a company in the private sector, one of my guiding principles was to meet and hear feedback from as many…

— Mike Braun

I love market research because you really have an idea of what your consumers are looking for.

— Aerin Lauder

“I think market research is extremely valuable when it is used properly. But you must not use it to tell you what to do.”

— Debbie Millman

“Once management is on board, the sales team needs to understand the rationale behind the micromarket strategy and have simple tools that make it…

— McKinsey Chief Marketing & Sales Officer Forum

Our focus is on the customers and improving their experience. We believe that if we do that well, competition, prices, and profits will all…

— Bhavish Aggarwal

“companies need to figure out what jobs customers want to get done and how they measure success in getting a job done before they…

— Anthony Ulwick

It is customers that decide if we succeed.

— Steve Easterbrook