The lifeblood of any organisation is the information it generates about its customers, and the test of organisational longevity is how it then uses this to inform the strategy making process. Organisations today demonstrate a greater willingness than previously to listen to their customers (whoever they may be) and employ a variety of means to achieve this. Many work with traditional research techniques and these may include standard surveys and focus groups. Others, however, go beyond a traditional approach in their search for more innovative ways of learning about their customers’ needs and expectations. The understanding generated through these approaches enables the organisation to get underneath their customers’ skin in ways that provide ever deeper insights into their unarticulated needs, desires and behaviour.