How To Get Customers To Reveal Who They Really Are

One of the challenges of market research is that customers will often tell researchers about what they think they are like, rather than what they really are like. Then, when market researchers look for effective methods to sell to customers, they need to rely on ethnographic research methods that utilize phone calls or face-to-face interviews.  Creating a More Authentic Experience When working with focus groups, you’ll often find yourself in an artificial situation where it is more difficult for customers to remain frank.