Online qualitative: Ten activities to understand your customer

We know that delivering high-quality, relevant customer experiences that resonate on an emotional and rational level leads to increased customer satisfaction or retention, new innovations, and increased sales. In fact, in a Harvard Business Review Analytical Services study, sponsored by Forsta, 98% of senior business leaders believe understanding customers is crucial to creating a relevant customer experience, but only 23% say they understand very well why their customers act the way they do.