The Story Behind
“Assume Less…Listen More”

When I first read the phrase “Assume Less…Listen More” in an article posted online, I was immediately struck by the message it conveyed…the importance of listening to the customer.

Having conducted qualitative market research for over thirty years at the time, the words described a thought…an idea I viewed as important.

In addition, working with clients unfamiliar with qualitative market research, I believed there was an opportunity to coach them and others on what it was, how it was designed and how it was best conducted.

Combining these two distinct thoughts and observations…the need to listen to the customer and the need to coach others about qualitative research…seemed to make sense.

That combination led to the creation of this course which hopefully you will find interesting, informative and instructive