Understanding customer preferences is a make-or-break for your business. Guesses or hunches won’t get you far. Accurate, in-depth data on their preferences and priorities is needed. Unfortunately, the methods many companies use to gauge customer wants and needs often fall flat. Asking customers to simply rate products or features on a scale frequently gives vague, misleading, or superficial results. People tend to say everything is "very important" if they don't have to make