What's with the attitude?

Yes, you need to understand your customer. But here’s a news flash: Survey respondents tell lies. Worse still, some of them think they’re telling the truth, but then act

differently in the real world.

This is known as the Attitude-Behavior gap. Don’t fall into it.

Instead, focus on what your customer’s buying behavior suggests they value and extrapolate from there.

Copyright, Hamish Mackenzie 2019