The #1 Most Important Question to Ask Consumers

What you'll get

Host Adam Steinberg talks with Seth Waite, a partner at the buyer-research firm Schaefer, about why brands misjudge demand by leaning on demographics and a few friendly opinions, and about an interview question that asks what a shopper would do if your product disappeared tomorrow. Waite's firm sells this kind of research, so take the questions and the advice to focus on one best-fit customer first, and skip the pitch.