Four Levels Of Customer Understanding

Many companies think they know fairly well what their users want and need, and how they make their decisions. Yet most of the time these are merely big assumptions and big hunches — with little real evidence to support them. In practice, obvious reasons might be true, but they rarely paint the full picture.
To understand our customers, we must triangulate across four levels of customer understanding by Hannah Shamji. It’s a useful way to think about the underlying reasons for user be