Find out what customers won't tell you

04/2/2009 | Harvard Business Review

Traditional survey techniques don't reveal a consumer's true desires, Eric Almquist, a partner at Bain & Company, says in this four-minute multimedia show. He prefers "Maximum Difference Scaling," which he says "helps to sharpen the distinctions between features that are merely nice to have and those that customers say they've got to have."

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