I was reading an enjoyable article today about John Swisher, founder and president of JBS United, a producer of nutritional livestock feeds.

Mr. Swisher's company has always incorporated more science than most in that industry, which is a differentiating factor in their sales. They do a great deal of testing to get nutrient content right, and closely measure animals' responses.

"We let the pigs tell us what they think, and pigs don't lie," says Mr. Swisher.

Which reminded me of marketing research and getting feedback from customers. But not just verbal feedback in response to surveys or questionnaires -- you can get vital information by watching their behaviors in and around your business and products.

Sometimes their words are softened to give you the response you want in a survey, but behaviors aren't. Watch where they stop, where they look, what they touch, what they pass by. Those behaviors will tell you what they think without even being asked.

Labels: customer centered, marketing, research, strategy