Far too often, we imagine we know what our customers think and want because – well, we just know, that’s all. Wrong! Successful businesses thrive when they meet the needs of their customers. But what do they actually want?  There should be few activities as important as finding out what your customers want from your products and services. Fortunately, there are a variety of practical methods that businesses can use to gain feedback from customers.

The methods you choose and how you use them depend on what the type of feedback that you want from customers. Primary research is information that comes directly from the source – that is, potential customers or current customers. There are five pillars to this research: deciding the questions you need answers to, deciding what information you need to collect in order to answer those questions, deciding how you’re going to collect the information, how you’re going to analyse it, and what you’re going to do with the results.

Vox Pops and focus groups are a great way to do this… Video allows the researcher to spend more time reviewing the footage and therefore will provide a more in-depth analysis for their client. Video has been proven to generate invaluable information that can greatly improve a product or service offered.