Do you know how you feel about your partner? Will you be together in a year?
You probably can’t answer those questions. Oh, you think you can, but according to the overwhelming evidence of research, you probably can’t. Why? Because the brain is a dastardly, clever little organ that likes to play tricks and keep things hidden from you — especially how you really feel and what really drives your behavior. But researchers have figured out a way to out-trick the brain and predict relationship viability with some clever word association tricks. The idea being to tease out what’s in the sub-conscious.
Freud would be so proud to know the sub-conscious is making such a powerful come-back.
But what does this have to do with your audience or clients? That what you think you know, and what your audience or clients tell you? Probably not exactly accurate. So throw out your traditional questionnaire/interview/feedback models. You’re wasting your time. If you really need to know how your audience/clients feel, find more clever ways to uncover what they wish they could tell you but their sub-conscious mind is keeping hidden. Test actual behavior through split A/B testing and other hard data available to you that show how your audience is actually responding, and then trust that data, not what you want to believe or what your audience wants to believe. And, of course, stay up to date on studies of human behavior.