{"product_id":"book-g0q5","title":"What to Ask","description":"\u003cb\u003eDoes capturing customer feedback feel like a pointless exercise?\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e \u003cb\u003eNo matter the number of surveys, interviews, or studies conducted, we regularly fail to uncover those gems needed to make our organization stand out. It's no surprise given that \"expert\" guidance states the obvious, like \"Ask open-ended questions,\" \"Identify patterns,\" or \"Extract insights.\" What's needed is a way to discover what we're missing.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e Traditional customer feedback methods ignore two essential sources of insight: context and behavior. These reveal the \u003ci\u003ewhy\u003c\/i\u003e behind the \u003ci\u003ewhat\u003c\/i\u003e, eliminating the ambiguity of open-ended customer feedback—and this requires a different approach.\u003cbr\u003e\u003cbr\u003eIn \u003ci\u003eWhat to Ask\u003c\/i\u003e, author Andrea Belk Olson, CEO of applied behavioral science consulting firm Pragmadik, and head of the University of Iowa JPEC startup incubator, delivers a unique, cognitive method for discovering hidden customer needs, converting them quickly into differentiators, and avoiding the pitfalls of traditional research.\u003cbr\u003e\u003cbr\u003eOlson also details how individuals and organizations can better tune into customer needs by sharpening their strategic focus, cultivating customer-focused behaviors, and challenging cognitive biases.","brand":"Ascent Audio","offers":[{"title":"Audiobook","offer_id":49360812376368,"sku":"BDg0q5","price":19.99,"currency_code":"USD","in_stock":true},{"title":"Audio CD","offer_id":49360812409136,"sku":"ZEg0q5","price":35.99,"currency_code":"USD","in_stock":true},{"title":"Audio MP3-CD","offer_id":49360812441904,"sku":"ZMg0q5","price":45.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0879\/2784\/9264\/files\/g0q5-cover.jpg?v=1762998686","url":"https:\/\/downpour.com\/products\/book-g0q5","provider":"Downpour","version":"1.0","type":"link"}