Very often in life, the most important lessons are simple ones.For some time, I have shared with clients that when conducting customer research, or research of any kind, you get answers to questions you ask.That’s a simple, yet important lesson I have learned over the years.What questions are you asking? And why those?Perhaps more important, a corollary to this question is: What questions are your customers asking?And why those?Perhaps MOST important: Shouldn’t you be asking the questions your customers are asking?
Your Dashboard Could Be Lying to You
February 5, 2026
