Market Research: The Customer Is Not Always Right

Posted by Kevin Kelleher on

There are many ways in which businesses can learn about customer satisfaction. Of course, sales are probably the best indicator of how well products and services are meeting market needs and wants. But they don’t tell the entire story. After all, companies with few competitors might have high sales figures even as customers complain about quality. (Certain cable providers come to mind.)

In more competitive industries, where substitute products abound, customer satisfaction is often measured in more qualitative ways. Companies might conduct surveys or host focus groups in order to better understand consumer purchase motivations and design products that tap into them. But do customers truly understand the why behind what they buy?

The rest of this post can be viewed on Target Marketing.


Popular this Month

 Return Path attends DMA Launch of Consumer Email Tracking Study 2016

Return Path attends DMA Launch of Consumer Email Tracking Study 2016

As Chairman of the DMA Email Council, I was looking forward to attending...

Read More

 Market Research: The Customer Is Not Always Right

Market Research: The Customer Is Not Always Right

There are many ways in which businesses can learn about customer...

Read More

 Beyond the Buzzwords: Defining Consumer Insights (Part 1)

Beyond the Buzzwords: Defining Consumer Insights (Part 1)

Accountants have it so easy. When they go to work, their decisions are...

Read More

Author Image

About Kevin Kelleher

Kevin Kelleher manages Analyst Relations at Return Path. He keeps technology experts informed about all the exciting things Return Path is bringing to market. In his spare time, Kevin enjoys running and fencing. Connect with him at kevin.kelleher@returnpath.com

Author Archive

Stay up to date

Enter your name and email address below to subscribe to our mailing list.

Your browser is out of date.
For a better Return Path experience, click a link below to get the latest version.