What Data Can’t Tell You About Customers

What Data Can’t Tell You About Customers – Lara Lee and Daniel Sobol – Harvard Business Review.

Star this one and come back to it many times. It’s one of the most important quick thought pieces I’ve seen lately. Lee and Sobol are dead on the money.

Data can reveal new patterns that point a firm in the right direction, but it can’t indicate what to do once there. It reveals what people do, but not why they do it. And understanding the why is critical to innovation.

Let’s not forgot: your customers are not data points; they are human beings.

HBR, 8/27/12

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