How do you find out the real truth of what your customers or prospects want, like and hate? How do you make sure that they aren’t misleading themselves or you, regardless of intention, about what their true behavior in the market will look like, when you ask them?
Watching, or asking about behavior in any kind of structured and artificial settings versus watching them when they think no one is looking is akin to watching the behavior of lions in the zoo versus on a safari in the Serengeti – the behavior of real lions “in the wild” may look nothing like what you see in the zoo.
And if you’re looking to address the lions in the wild, you’d be poorly served designing for lions you see in the zoo.
