Is Customer Research During Uncertain Times Reliable?

Given the current situation with COVID-19, businesses are facing uncertainty and have more questions than ever around the pricing of existing and new products. Typically, companies would engage in research (i.e. surveys, interviews and focus groups) with their customers to help answer some of their near and long term pricing strategy questions. However, with the COVID-19 crisis causing upheaval to business environments, many companies are questioning the....

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