No matter how specific your brand’s niche, every single one of your customers is an individual – and they deserve to be treated as such. That’s where customer segmentation comes in to play.
However, it can be difficult (if not near-impossible) for even a small- to medium-sized company to cater to every customer on an individual level.
But, through customer segmentation, you can come pretty darn close
https://www.fieldboom.com/customer-segmentation/
Market research used to rely primarily upon asking questions. The tools of the trade were surveys, in-depth interviews, focus groups, in-store shop-alongs and some observational techniques derived from academic ethnographies. Of course, there were also occasions when it was possible to work directly with purchase data or with passively-measured media exposure data, but the lion’s share of research involved asking people direct questions about their behavior and attitudes. The best research practitioners refined their questions through experimentation to improve accuracy and reduce potential biases.
https://www.forbes.com/sites/scottmcdonald1/2018/05/29/the-voice-of-customer-still-matters/#753a04807481/
