The first step in solving any problem is getting a good handle on what the problem really is in the first place. That’s harder than it sounds. What gets in the way our ability to do this effectively is being blinded what is…versus what could be. Our own world view gets in the way.
Blaise Pascal once said “I have made this letter longer than usual, only because I have not had time to make it shorter .” It is much harder to write something that is succinct than a long and rambling communiqué. The same can be said for insights. After all, as CX and insights professionals we are in the business of delivering and acting on information, not a slinger of unexamined data and tabs.
Will people like my new product idea? What do customers like or dislike about their current experience? How can I improve on my existing product? These are all great questions, which are hard to come by through secondary research. In my previous article, I discussed cheap and inexpensive ways to conduct secondary research (research that someone has already collected for you).