Summary
Product managers, portfolio marketers, and customer engagement practitioners often need to conduct research activities like buyer interviews, observational research, and concept testing to learn about customer needs and get feedback on product concepts. However, this requires “fishing” for individuals and organizations willing to participate. Difficulties in recruiting participants lead some teams to minimize customer research, which hurts their chances of understanding and meeting customer needs. In this report, we provide recommendations for recruiting customers and non-customers to participate in research activities.
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