To succeed in business you need to know what your customers really want. Companies routinely use conjoint analysis, focus groups, customer panels, and other methods to get this info. But traditional research has its limits. To get a true insider view, turn to your frontline employees. They often get an unfiltered view of how customers interact with your product or service. Ask waiters and bus boys which food items are most often left unfinished. Turn to your receptionist to understand which customers are happy coming and leaving. Sales floor personnel can tell you where people go to first in your stores. Don’t overlook those who are closest to serving and supporting the customer.