One of my favorite scenes in Woodie Allen’s Annie Hall occurs when Allen’s character, Alvy, is listening to someone in line behind him at the movies expound on Marshall McLuhan’s work.  Alvy disagrees with the man and to settle the point, pulls McLuhan himself from behind a movie cardboard cut-out.  McLuhan informs the man that the man’s interpretation is wrong.  Wouldn’t it be great if we could always go right to the source?  Well, sometimes we forget that we can.

I have been in several meetings with marketers who have been debating the motivations, actions, desires, etc. of their customers, and I am continually suprised in how many situations conclusions are reached and judgements made without any actual data, information, or feedback from the customers themselves.

There isn’t any reason not to be talking to and getting feedback directly from our customers as there are a variety of  approaches that suit all different budget levels.  Online surveys, for example, are an inexpensive and easy way to gather insights that will help better understand the needs and motivations of your customers.  Sometimes, you find that your assumptions were correct and you feel more comfortable acting on them.  However, in other situations, you discover that you were wrong or you learn something completely new. 

You will be surprised at how many of your customers are willing to provide their opinion – all you have to do is ask.