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Stanford Business School Research: Be Careful What You Ask Your Customers.
STANFORD, Calif. -- If you're interested in business, you've probably heard the "know your customer" mantra more times than you'd care to remember. Major enterprises spend billions of dollars a year on business intelligence software used to mine customer information from corporate databases, and on painstaking market research and consumer surveys.
Every year, thousands of shoppers are buttonholed as they enter stores or call customer service centers and then are quizzed about their shopping experience.
There is no doubt that understanding the needs and wants of customers in an ever-more competitive economic environment is critical. But in a series of studies, Itamar Simonson of the Stanford Graduate School of Business has demonstrated that information gleaned from some widely used types of customer surveys can be misleading and even counterproductive.
"People in business greatly exaggerated the value of matching the consumer's presumed preferences and giving them what they want," he says. Indeed, "measuring consumer ...
- Simonson's Salon Makes Exclusive List of Top 25 Women-Owned Businesses.
- Magazine article from: Women's Health Weekly August 21, 2008 700+ words
Simonson's Salon & Day Spa has made the...for the fourth time. The list, which Simonson's Salon also made in 2004, 2005 and...Minneapolis-St. Paul Business Journal. Simonson's Salon & Day Spa is the only...
- AGC's Simonson sees 'adequate' labor pool for construction.
- Newspaper article from: St. Charles County Business Record, MO January 6, 2006 700+ words
...labor shortage in the industry. Ken Simonson noted in a recent AGC publication that...in the late '90s than we are now," Simonson said in a phone interview. "Also...like Las Vegas, Arizona and Florida, Simonson said. "I have not heard from contractors...
- Economist Simonson warns of more hard times for WI construction economy.
- Newspaper article from: The Daily Reporter January 17, 2002 700+ words
Byline: Candy Doyle Ken Simonson, the chief economist for the Associated...get worse before it gets better. Simonson, who spoke at the Milwaukee Athletic...Nationwide for construction, though, Simonson said the federal Bureau of Labor Statistics...
- Two Simonson's Salon Employees Receive "Best of Maple Grove" Honor.
- Magazine article from: Women's Health Weekly August 28, 2008 700+ words
Two Simonson's Salon & Spa employees recently...of their talent and skills (see also Simonson's Salon & Spa). "There's...their fullest potential," said Kyle Simonson, owner/president, Simonson's Salon...
- W-B police: Man assaults girlfriend's acquaintance during a dispute: Police say...
- Newspaper article from: Times Leader (Wilkes-Barre, PA) May 25, 2007 700+ words
...man with serious head injuries. Thomas Simonson, 34, of Tamarac Road, was charged...Facility for lack of $10,000 bail. Simonson is accused of assaulting Juan Ramirez...According to the criminal complaint: Simonson made several phone calls to his girlfriend...
- SRA Appoints Stewart Simonson as Vice President, Government Affairs.
- Press release article from: PR Newswire February 16, 2009 700+ words
...clients, today announced that Stewart Simonson has assumed the role of vice president, government affairs. Simonson will report to SRA President and CEO...company and the U.S. government. Simonson has more than 18 years of experience...
- County worker hit by car remains critical: Richard Simonson suffered broken...
- News wire article from: Times Leader (Wilkes-Barre, PA) February 16, 2006 700+ words
...courthouse security director Richard Simonson, suffered broken bones on his left cheek...his pelvis is fractured, she said. Simonson was thrown to the ground after he bounced...determine the extent of head injuries because Simonson has some memory loss and drifts in and...
- Simonson: Construction's economic health improving.
- Newspaper article from: The Daily Reporter August 5, 2003 700+ words
...as bad as it has been," said Kenneth Simonson, chief economist for the Associated...in-place for June was flat, leading Simonson to deduce that the "free fall" is temporarily...d get excited about in the 1990s," Simonson said. "But predictions were for another...
- The Hartford Names Scott Simonson to Regional Vice President of the...
- Press release article from: Business Wire November 6, 2007 700+ words
...announced today that it has promoted Scott Simonson to the role of regional vice president...regional office. In this new position, Simonson will be responsible for agency relationships...office will be located in Cleveland. Simonson's joined The Hartford in 1993, working...
- Charter Names Kip Simonson Vice President of Sales and Marketing.
- Press release article from: Business Wire April 2, 2003 700+ words
...April 2, 2003 The appointment of Kip Simonson to Vice President of Sales and Marketing...Executive Officer. In this capacity, Mr. Simonson will have overall responsibility for...continue to recruit top talent. Kip Simonson's success in creating and implementing...
Source: HighBeam Research, Stanford Business School Research: Be Careful What You Ask Your...