Two reasons to analyze what customers say – just not what they do
OpinionLab
MAY 4, 2017
Her only purchases from this retailer have been Golden State Warriors apparel for our 4-year-old daughter and, ironically, Atlanta Falcons gear a few weeks earlier. Relying solely on behavioral data also fails to capture the perception of “trapped” customers—those who are unhappy but purchase reluctantly for many reasons.
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