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1. Learn whether your focus has been on your products or your customers:
- Is your product reflecting the market's current needs?
- Do your marketing efforts position your product as a solution to your customer's problems?
2. Learn whether your product continues to be on target ... or whether it's starting to lose its way:
- Which way is customer satisfaction trending on factors such as these...
- - Availability
- - Quality
- - Ease of use
- - Cost
- - Value
- - Service
- - Support
- - Etc.
3. Learn how can you keep customers satisfied in a changing marketplace:
- What are their needs today ... what might they demand in the future?
- What product, service or marketing changes are required to continue competing in a changing world?
4. Learn if your customers are thinking of switching to competing products or services:
- If your customers have become (or are thinking of becoming) former customers ... which competing products is their loyalty shifting to?
- Why are they making the switch?
5. Learn both the big picture and individual opinions:
- How is the market overall reacting to your products (quantitative data)?
- What are individual customers saying about your products, within specific market segments (anecdotal evidence)?
  
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