“Walmart didn’t pursue the question of what customers wanted. Instead, Walmart came up with the answer first, then asked customers to agree to it. [They] ignored customers while attempting to fool stakeholders into thinking that the strategy [was] customer-centered.”
From an interesting critique by Mark Hurst of a survey gone awry to the tune of a billion dollar cost of research misapplied.

posted by Ted Boren on Wednesday, Apr 13, 2011
tagged with research, surveys, customer-centered design