Finding a truly new customer insight can be an important key to unlocking opportunities to improve products, marketing or customer service, and consequently business results.

You probably have a lot of information about your customers stashed away in a variety of different databases, spreadsheets, and documents at your company. But are you using that data to its maximum potential?

We do research to understand our customers. The problem is there are so many things you can possibly learn about them that it’s often hard to stay focused on what’s important.

Even if you are already convinced that it’s important for your company to be customer-centric, you still need a strong business-minded answer as to why—because you will need to persuade others.

Driving the behavior of your customers and prospects is key to business success. And in order to drive the behavior of all those people, you need to understand some key things about them.

You can learn important lessons about product development in the most unlikely of places.