Sublime

understanding of how your customers feel, and why, offers you a major opportunity to find clues about changing priorities and future profit growth opportunities. Many organizations, blinded by their traditional way of doing business, fail to stay on top of their customers’ key priorities.

brands and the behaviors around them are not rooted in reason but in emotion.

we are looking for “future-defining customers,” those whose issues, practices, and solutions today represent what the median of marketplace behavior will be tomorrow.

customer preferences of style, color, price, and so on, are of utmost importance.

Using ethnographic research in which researchers move in with consumers to observe their habits firsthand, they uncover need states

Better Customer Insight