Welcome to the What's Next! podcast with Tiffani Bova.  This week we investigate the thought process behind customer feedback methods with Andrea Olson, who guides us through the cognitive method for discovering hidden customer needs, converting them quickly into differentiators, and avoiding the pitfalls of traditional research. Trained as a behavioral scientist, differentiation strategist and customer-centricity expert, Andrea Olson teaches executives the art and science of brand differentiation through understanding customer behavior. She is a 3x book author and an ongoing contributor to multiple major publications including Entrepreneur Magazine, Chief Executive Magazine, and Rotman Business Magazine (University of Toronto). Andrea is also literally a world traveler, having worked in over 12 different countries throughout her early career. She also serves as an instructor for the University of Iowa Venture School, guest lecturer, and Business Coach for the Tippie College of Business Startup Incubator.   THIS EPISODE IS PERFECT FOR…  people who want to learn how to ask the right questions to customers and implement that feedback into product innovation and  business models.   TODAY’S MAIN MESSAGE… sometimes when it comes to thinking about what customers what, we end up like a dear in headlights. The first step of the process is to start with what you’re trying to understand and frame the problem from that viewpoint. Why are customers currently using your product? Does it address a direct need for the customer?  What value does the product bring to the consumer to enhance their life? Putting yourself in the perspective of the day-to-day life of customer is the mentality we need to achieve product success.   WHAT  I  LOVE  MOST… Ultimately, Andrea understands that the fundamental success of customer-centric practice is to understand your audience on a human level. Her insights reveal that customer solutions are not one-sized fit all, and we need to think about the needs of each of the different demographics within our audience to truly innovate the product and the business. We have to stop and really consider how people really behave.     Running time: 30:44 Subscribe on iTunes     Find Tiffani on social: Facebook Twitter LinkedIn Instagram   Find Andrea on social: Website Company Website Twitter LinkedIn   Andrea’s Book: What to Ask