Articles
How to talk to customers and hear what's really true
How to ask customers so you get the truth, not politeness
A customer's first answer is the most polite, not the most true. Three ways to reach the real reason, and five things to watch in Thai conversations.
Read more5 min readCustomers stopped buying: how to ask and get the real reason
“Why did you stop?” usually gets “too expensive”. Ask for the story in three parts: the start, what made it worth it, and the stop.
Read more5 min readWhy you can't trust “Would you buy it?”
“If we had it, would you buy it?” gets “sure” almost every time. Ask about what already happened instead: for a new menu item, a new feature and a price.
Read more5 min readSurvey or talking to customers: which to use when
A survey tells you how many. Talking tells you why. What each can and can't answer, and how to use them together.
Read more4 min readHow many customers should you talk to?
More important than the number: the right people, the same questions, and noticing what comes up again and again.
Read more5 min readHow to sum up customer conversations without fooling yourself
The summary is where it's easiest to go wrong. Five rules that keep findings true to what customers really said.
Read moreNo time to talk to everyone yourself?
UNFLD talks to your customers for you, asks about what really happened, and follows up when an answer doesn't say why yet. When it can't answer, it says so.
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