Prof. Arthur Middlebrooks explains simple and inexpensive ways to find out what your customer really wants before developing a product. Prof. Middlebrooks insists that it’s not hard and not necessarily an expensive affair to find out what your customer wants. He says it’s human tendency to think others want what you want in a product, but that’s not true. While companies are ready to spend large amounts of money to find the required data, today it’s extremely easy to gather really high-quality customer data through fairly simple ways. The key is to study a few people in the right context. He mentions the inexpensive ways to find out what your customer really wants includes tools such as UserTesting, dScout, and Digsite that can help companies get the right information. Read More Become a global executive with the University of Chicago Booth School of Business. Click to know more about the Chicago Booth Accelerated Development Program (Chicago Booth ADP).