There is a big difference between what customers say they want and what they buy. For example, Disney know that when they ask their customers what they would like to eat at their theme park that people will say they would like to have an option of a salad. Disney also knows that people don't eat salads at theme parks! They eat hot dogs and burgers. It is therefore vital that you discover what your customers REALLY want, not what they say they want, and what drives most value for you. This will help you prioritize what you focus on. In this podcast we go through a methodology of how to discover this and how you can use this to improve your customer experience and marketing.