2. Knowing Your Customers

Many customer research based on competitive advantage would usually focus on:

• Pricing higher/lower
• Improving quality
• Shifting market focus
• or Increasing advertising efforts

No doubt all these are good points but their focus is on the obvious & predictable. Nokia’s relaunch of the 3310 rode on the feeling of nostalgia that it provided customers.

Over-the-surface customer research would ignore nostalgia, but as a small business owner, if you can influence customer bias by keying into something they already like, you get a fighting chance against these heavily funded corporations.