Why your customer-centricity project failed to deliver innovative outcomes

Many organizations invest heavily in innovating their customer experience, but they often fail to deliver breakthrough insights. This article explains some common mistakes in customer research that could set your project up to fail, including relying solely on surveys, focusing on themes you already know about, asking for opinions instead of experiences, talking instead of observing, conducting unnecessary amounts of research, and failing to uncover real insights. To truly understand your customers and deliver innovative ideas, you need to expand your horizons, think divergently, and explore themes that are important to your customers, not just your organization.