“We don’t need customer research; we already know our customers.” “Research takes too long.” “Is qualitative research even valuable enough?” These objections to customer research are super common—every day, founders and teams use these excuses (and oh so many more) not to learn more from their customers. Maybe you’re wrestling with these objections yourself or trying to move others past them to get internal buy-in for customer research. Either way, here’s the bottom line: There’s no...
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