TY - JOUR AB - If, as everybody agrees now, business should be about meeting customers’ needs, it makes sense to involve customers as we create strategy. But here lies a problem. Ordinary market research techniques are fine for finding out what customers think about what already exists. They are much less good at helping us uncover customers’ attitudes to what might be, or their ideas about what should be. VL - 23 IS - 8 SN - 0959-0552 DO - 10.1108/09590552199500004 UR - https://doi.org/10.1108/09590552199500004 AU - Fojt Martin PY - 1995 Y1 - 1995/01/01 TI - Retail Insights ‐ Autumn 1995 T2 - International Journal of Retail & Distribution Management PB - MCB UP Ltd SP - 1 EP - 16 Y2 - 2024/03/29 ER -