Labs observe what customers do.
This key distinction delivers more accurate and strategic findings. Listening labs should be conducted by trained moderators with expertise in the methodology. Moderators must know how to let customers set the context and best simulate the actual experience of using the site. Creative Good trains both its moderators and its clients in a blend of strategy, marketing and active listening skills, the latter being the most important skill to have, and often the most difficult to develop. Setting up the labs requires strategic work beforehand to understand who the target customers are and what the key business objectives are.