Great Insight. I think the information problem is much larger than people realize. So many times I found myself trusting feedback from the wrong people. Dan Ke

Great Insight. I think the information problem is much larger than people realize. So many times I found myself trusting feedback from the wrong people. Dan Kennedy says, "The only people who have a vote are your customers, and the only way they can vote is with their wallet." As Jason Indicated to you, customers just buying or recently cancelling have the only vote. I would maybe add that many times people don't really know why they behave a certain way...or more importantly, they are afraid to admit the real reason they take a specific action. Most people have a deep rooted emotional reason, and a logical justification that they would share with you. This is why you are much better off getting them to recount a specific story or experience, not just answer broader questions that they may not even remember. A classic example is why call tracking is so important for offline conversion tracking. Asking customers where they heard about you is almost never accurate. Asking them which phone number they just dialed, is almost always accurate, using call analytics is even more telling... but overall... getting the right information is SO IMPORTANT...thanks for bringing these insights to light.