3 Questions to Better Understand Your Customers

In my class, we discuss many kinds of research that help brands reveal aspects about their customers. And the data that is available for marketers is more robust than ever before. Big Data has empowered us to cross-stitch online behavior, demographics, buying patterns, predictive website searches and more. And, artificial intelligence will make the patterns reveal themselves with more precision. While the data and customer research about what people are doing can inform us about what they are likely to do in the future, there is also a more human approach — that goes deeper than the data — to understand your customers.

Here’s a method that can help you understand your customers with more clarity and empathy. While

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