Management Tip of the Day: Don't Listen to Customers — Observe Them

Are you having trouble viewing this email? If so, click here to see it in a web browser. HOME   |   TIPS   |   BLOGS   |   THE MAGAZINE   |   BOOKS   |   STORE RSS   |   Mobile MAY 7, 2013 Don't Listen to Customers — Observe Them Every business wants to know what influences their customers. So, they should just ask them, right? Not so fast. There's a fundamental problem with asking people what will persuade them to change: Most of the time they won't know the answer. It's not that they won't give one. They'll give you plenty. But those answers are likely to be wrong. Asking someone to pinpoint what will influence them in the future is a bit like saying, "Tell me how you will behave when you are not thinking about what I have just asked you about." Instead of listening to your customers, watch them. Set up small field tests and controlled studies that observe what they actually do. In most instances, these experiments will be lot cheaper than traditional market research, and the insights will be much more revealing. Today's Management Tip was adapted from "Stop Listening to Your Customers" by Steve Martin. Read the full post and join the discussion » Share Today's Tip: FEATURED PRODUCT Full Access Harvard ManageMentor Arm yourself with the expert advice, hands-on tools, and potent practices you need to tackle your toughest managerial challenges. Harvard ManageMentor's Full Access is a comprehensive online resource of 44 modules that allows you to build and refresh the skills you need to succeed, whenever and where you want. Harvard ManageMentor provides you with: Interactive exercises to prepare you for real-world challenges Flexible features to follow your own learning path Downloadable tools and templates you can use right away Engaging audio and video An online forum with answers and advice from managers like you ADVERTISEMENT Follow the Tip: PREVIOUS TIPS Set the Right Tone for Your Talk Know When It's Time to Quit Your Job 2 Strategic Choices You Have to Make Use Your Online Network to Test Ideas Prepare Stories for Your Job Interview Walk at Your Next Meeting 3 Elements of Great Communication Before Your Next Salary Negotiation, Do Your Homework Don't Bore Your Audience with Your Writing Give Up Email Altogether All Previous Tips BEST SELLERS HBR Guide to Persuasive Presentations Ebook + Video Case Study HBR's 10 Must Reads on Leadership HBR's 10 Must Reads on Managing Yourself HBR's 10 Must Reads: The Essentials HBR Guide to Getting the Right Work Done Introducing Mobile ManageMentor Powered by the proven content of Harvard ManageMentor™ iTunes >> Android >> UNSUBSCRIBE   |   UPDATE YOUR PROFILE   |   MORE EMAIL NEWSLETTERS   |   PRIVACY POLICY Was this email forwarded to you? If so, sign up to start receiving your own copy. ABOUT THIS MAILING LIST You have received this message because you subscribed to the "Management Tip of the Day" email newsletter from Harvard Business Review. If at any point you wish to remove yourself from this list, change your email address, or sign up for other email newsletters and alerts, please visit the Harvard Business Review Email Newsletter Preference Center. OPT OUT If you do not wish to receive any email messages from Harvard Business Review, click here. ADVERTISE WITH HBR This enewsletter is read by thousands of decision makers every day. Learn more about connecting your brand with this audience. Copyright © 2013 Harvard Business School Publishing, an affiliate of Harvard Business School. All rights reserved. Harvard Business Publishing | 60 Harvard Way | Boston, MA 02163 Customer Service: 800-545-7685 (+1-617-783-7600 outside the U.S. and Canada)