Month: January 2026

If you’re reading this, you probably work in research or marketing. But I’m sure you’ll also have experiences as a customer of other brands that may have left you frustrated. That’s the experience I want to focus on today – especially if you have felt a lack of ways to voice your opinions and feedback. Or when your needs have been ignored. You’re not alone. It happens to us all. But it doesn’t have to be something that your customers feel.

In a world awash with data, dashboards and quarterly trackers, it is surprisingly easy to forget that underneath it all – customers are people. They have lives, feel pressures, make trade-offs and hold contradictory opinions that rarely sit neatly inside a chart. Data tells us what is happening. Conversations tell us why. Spending time with customers reveals what isn’t always obvious. Not behaviours, but motivations.