Voice of customer

Evidence gathered directly from customers about why they buy, what they would switch for, and what they would pay.

Its value is that it answers questions accounts cannot: whether a price rise would stick, whether a competitor's product is genuinely better, whether the reason for growth is the reason management gives.

The method's discipline is in sampling and in question design. Ten conversations with customers chosen by the company tell you what the company wants you to hear.

Choose your own sample, and ask what they nearly bought instead.