Best Practice Report

Build Real Customer Understanding

How To Avoid Research Pitfalls And Achieve Insight Instead

January 1st, 2018
Kelly Price, null
Kelly Price
With contributors:
David Truog , Tony Costa , Scott Ross , Rachel Birrell


Customer experience (CX) professionals know that the first step on the path to delivering good experiences is doing research to understand their customers. Yet many fail to recognize that it’s easy to draw false conclusions — and that doing so is even more dangerous than being ignorant. In this report, we warn CX pros about the most common pitfalls and explain how to adapt your practices and mindset to avoid them — and get the insights you need to succeed.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.