A key to good marketing — and also perhaps the hardest part to get right — is knowing what your customers want and figuring out how to give it to them. As a marketer, it’s your job to learn everything you can about your target audience, to make sure your message is reaching the right people at the right time. One of the factors that make understanding your audience so tricky is that they don’t always clearly voice their preferences.A new ZoomInsights article explains that valuable preference information is available, if you know how to get it. The article provides helpful advice from digital evangelist Sundeep Kapur, including the differences between stated, observed and implied customer preferences and how to use that information to your advantage. Check it out.