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