Many entrepreneurs experience disappointing product sales despite significant effort in product development and marketing. Analysis indicates that the primary issue is often not the product itself, but rather the methodology used for customer research.

Commonly, founders collect feedback from sources that do not accurately represent their target market. This includes surveys distributed to random individuals, input from friends and family, or focus groups composed of people with no purchase history in the relevant category. Such practices generate data that is not aligned with actual buying behavior, resulting in ineffective business strategies and poor sales performance.

Richelle DeVoe, a customer research specialist, advocates for a more targeted approach. Her method prioritizes gathering insights from individuals who have already completed the desired purchase action, rather than from those who only express potential interest.

DeVoe states, “You want to find somebody who has done the thing that you want them to do already. Not somebody who is the potential, but somebody who has actually already done the thing.”

For example, if the product is a coaching service, it is more effective to interview individuals who have previously hired a coach. This group can provide actionable information about the motivations and triggers that led to their purchase, which can inform strategies to reach similar customers.

This approach is based on the observed discrepancy between stated intentions and actual behavior. Traditional market research often relies on hypothetical questions, such as “Would you buy this?” or “Do you want this feature?” However, responses to these questions do not reliably predict purchasing actions.

DeVoe illustrates this with an example: while many people may claim they want to perform 100 pull-ups, very few have taken concrete steps toward that goal. This demonstrates that stated preferences do not necessarily translate into action.

Therefore, building a business strategy around expressed interest, rather than observed behavior, is unlikely to yield positive results. The most valuable insights come from analyzing the motivations and actions of actual buyers, as they have demonstrated both the existence of a problem and a willingness to pay for a solution.

For businesses with existing customers, the recommended process is to identify and study the most valuable customers,those with high lifetime value, long retention, or significant results. These customers can provide data that reveals opportunities for further growth and optimization.

For new businesses without customers, it is advisable to seek out individuals who have purchased similar products or services from competitors. Online communities, social media groups, and industry forums are potential sources for finding these individuals.

Once relevant individuals are identified, the next step is to reconstruct their purchase journey. This involves mapping the timeline from the decision to buy back to the initial problem or motivation, and identifying key factors that influenced the purchase.

Key questions include: What problem were you trying to solve? What alternative solutions did you consider? What ultimately led you to make a purchase? This process provides a detailed understanding of the factors that drive buying decisions in the market.

Additionally, it is important to determine the desired outcome that motivated the purchase. DeVoe recommends asking customers about their expectations and aspirations at the time of purchase to gain insight into both practical and emotional drivers.

Research indicates that a small number of in-depth interviews can yield significant insights. DeVoe reports that even brief conversations can be sufficient if they focus on reconstructing the purchase timeline and identifying customer aspirations.

Utilizing these insights enables more informed decisions regarding product development, marketing, and customer experience. This approach reduces the risk of investing in features or campaigns that do not align with actual customer needs and behaviors.

In summary, increasing product sales is less about marketing tactics and more about understanding real customer behavior. By focusing research on actual buyers and analyzing their motivations, businesses can develop strategies that are more likely to result in increased revenue and market success.