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Chapter 1. Customer-Centered Web Design > Myth 8: Market Research Takes Care of...

Myth 8: Market Research Takes Care of Understanding All Customer Needs

Although market research is invaluable for helping to understand customer attitudes and intentions, it does not suffice when it comes to understanding customer behavior. Be careful also about using market research to create lists of customer feature requests. Implementing a laundry list of new features might satisfy customers who have asked for a particular feature, but all these features are more likely to get in the way of offering most of your customers a successful customer experience.

What customers say in a market research study can be useful as well, but when it comes to interfaces, what they do is critical. That's why market research must be balanced with direct observation. A customer-centered design team uses a variety of techniques—from observations to interviews—to elicit true customer needs and focus on the areas that will be most important for most customers.

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