Everyone Is Lying to You - How to Use Market Research to Uncover the Truth
PDMA Minnesota | January 21, 2026
Description
You've asked what your customers what they want and you deliver, but sales don't follow- why?
Often what customers say they want in a new product is not what they actually want. Learn how to uncover what they actually want but fail to articulate. Stay ahead of your competitors by delivering solutions instead of lip service.
Key Takeaways:
- Learn how to use ethnographic research to uncover what customers cannot put into words.
- Research on behavior is even easier to do with new technology at our fingertips.
About the Speaker
Caitlin Bissell
Caitlin is currently the Senior Portfolio Manager for Solventum's Bair Hugger business. She previously has worked for 3M, Cantel Medical and Emerson and has over 17 years of product management experience across multiple industries from industrial to medical device.