Knowing what customers want is crucial for any business to make products and services that people love. This article will use two stories to show how good and bad ways of finding out what customers need.

Scenario 1 – Good Example: Listening and Asking Open Questions

Imagine a company called “TechGadget.” They want to make a new smartphone that people will like. To do this, they organize a group of potential customers to talk with. The person in charge, Sam, makes everyone feel comfortable and happy. Sam starts by asking simple questions like, “What kind of phone do you use now?” and “What features do you like most in a smartphone?” These questions let the customers share their thoughts and feelings without any pressure.

As the customers talk, Sam listens carefully and writes down everything they say. This helps Sam understand what features are essential to them. Some customers say they want a phone with a long-lasting battery, a good camera, and more storage space. With this valuable feedback, TechGadget can focus on making a phone that people really want.

Scenario 2 – Bad Example: Asking Biased Questions and Making Assumptions

Now, let’s talk about another company, “ElectroTech.” They also want to make a new smartphone, so they send out a survey to customers. But the survey asks leading questions, which means the questions suggest what the company wants to hear. For instance, they ask, “Don’t you love phones with super-clear displays for an amazing viewing experience?”

This kind of survey can be confusing for customers. They might feel like they have to pick the answer the company wants, not what they really feel. It also doesn’t cover all the important things customers care about.

As a result, ElectroTech gets misleading information from the survey. They might end up making a phone that doesn’t meet what customers actually need. This could make people unhappy and hurt ElectroTech’s business.


Understanding what customers need is a big deal for any company. The good example showed us that listening to customers and asking open questions helps find out their true needs. On the other hand, the bad example taught us that biased questions and assumptions can lead to wrong decisions.

By using the right techniques, businesses can create products and services that customers will love. And that’s how they can succeed in the long run.