A business utilizes a number of tools to help understand their existing and potential customers. Site analytics, surveys, social influence trackers, customer rating tools and some many more are all part of the package. We test and measure, test and measure, but in the end are we truly learning what our customers really want by using such impersonal tools to do the work for us?

Think of your last buying experience. What were you seeking out when you launched the search for your last product? Were you seeking the lowest price? More options? More WOW factor? Ease of use? Perhaps, but chances are in the end, when you break it all down, you were seeking out pleasure in one way or another. That new gadget, car, cell phone, dress, or software was ultimately going to bring you some level of pleasure or eliminate some type of pain; was it not?

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