Jay Nakagawa with Dell Technologies will reflect on 25+ years as a successful marketer and product manager to help the audience answer these questions when conducting market research to gain customer insights:

• How does cognitive biases and confirmation biases affect the results of the research you are performing?
• Are the insights contaminated by what you want the results to be versus examination in a true and objective manner where the insights gained are a result of the data itself (data lead versus desired-outcome driven)?
• Why is it that startups tend to have a better grasp on what the customer really needs versus what a larger company builds?
• What trap does a company typically entangled by that slows their rate of growth instead of accelerating it? This is the building for customers versus markets comment.
• What things are the biggest waste of time when conducting market research to gain customer insights? This has to do with asking questions that yield unbiased answers versus questions that are leading questions.
• How framing a question in a certain manner leads to a specific type of answer versus elicitation of objective input.
• How does the Mandela effect influences customer answers.
• How does Kahneman’s System 1 and System 2 influence customer insights?