First and foremost, there a ton of useful sources to gain meaningful customer intelligence, so it’s definitely an all hands on deck kind of mission.

But I always go back to the best source, which is engaging your customers directly. You may not be able to reach them all, but if you can get to some of them, it can give you a sample size from which you can make a lot of other assumptions.

So I’m probably a little more ‘old school’ than some others who answer this question, but for me, direct customer inquiry through questionnaires, customer surveys, and customer service thank you calls are the best sources for meaningful customer intelligence.