Why your current customers won’t tell you the truth

Most executive teams we work with want to pressure-test something: an idea, a new product, a bundling concept, a shift in positioning. And nine times out of ten, they want to run it by their existing customers. It’s fast, convenient, and feels like a safe bet.

The conversation usually goes something like this:

“We’re hoping this new offering will help us expand our market share. We’ll start by testing it with our current customers to see how they respond.”

At which point I usually pause and ask:

“Do your current customers look like your future customers?”

Because if the answer is no, and it often is, we need to design a different approach.

Testing future growth strategies on past or current users can give you a false sense of security. Current customers tend to be warmer, more generous with feedback, and often eager to please. They’ll say, “This sounds great! We’d definitely use it.” And then… silence.

Future customers, on the other hand, don’t owe you anything. They’re not invested in your brand or your feelings. They’ll tell you when something’s off, when it’s too expensive, or when it’s missing the one feature they actually care about. It’s not always comfortable, but it’s almost always useful.

So how do you find those people? The ones who don’t know you, don’t sugarcoat, and don’t sit on your email list?

It starts with the right panel partner. Below, I’ll break down exactly how we source smart, relevant participants from beyond your current circles, and what to look for in a partner who can help you do the same.

Let’s dive in,Steph

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TL;DR: If you want confidence in your insights, talk to people who aren’t in your corner.

The most useful feedback comes from future customers: people who don’t know you, don’t care about your brand, and won’t hold back. It’s clearer, sharper, and yes, sometimes a little painful (no pain, no gain, eh?).

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Field Notes

How to get honest feedback from people who don’t know you

1. Pick a real panel partner (not a spreadsheet).The best ones don’t just send names, they verify participants, offer the right incentives ($25–$50 for gen pop, $150+ for professionals), and can source niche audiences across the globe. There's a lot of fraud and bots in panels these days, so this piece is really important. Try: Rep Data, User Interviews, Ivy Exec, Newton X.

2. Get painfully specific about who you want.Before you reach out to any provider, define your target audience clearly. Include:

• Demographics (location, age, gender, etc.)
• Behaviors (recent purchases, attitudes, lifestyle)
• Professional info (job title, industry, seniority)

3. Know your research objective.Every provider will ask:

• What are you trying to learn?
• Who do you need to hear from?
• What kind of feedback are you after?

If you can’t answer these yet, pause. Grab a researcher. We’re here for this.

4. Let the research roll.A solid partner will handle screening, scheduling, updates, and even hand-holding if needed. This is why we use panel partners all the time. They make everything smoother, faster, and highly rigorous.

Bottom line:If you want sharper insights, stop talking to the same people. Figure out who you actually need to hear from, get clear on what you want to learn, find a great partner, and let them work their magic.

If you’ve never done this before, fair warning: it’s going to be eye-opening. You’ll probably wonder why you didn’t start sooner. The feedback is that good.

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