From Bruce Temkin:
Customers have different needs, interests, and familiarity with offerings, but companies often turn their back on these differences. While it may sound appealing to deliver a great experience to everyone, it’s an impractical goal for most companies. ...It’s easy to fall into the trap of thinking customers are the same if you just look at data about them. To truly understand the nuances across your customer segments, it’s critical that you use qualitative techniques ...Experiences built to meet everyone’s needs often meets meets no one’s.