Every year companies spend millions of dollars on market research, trying to understand what customers want so as to best satisfy those wants through the company’s offerings. However, in attempting to understand what will satisfy customer wants, companies often focus their market research solely on the needs expressed by customers-the “voice of customer” in marketing jargon. But voice of customer only captures expressed needs, not all of the actual customer needs in the market. By applying intuition to market research, marketers are able to more fully understand the actual customer needs in the marketplace, and to thereby realize a competitive edge in satisfying customers and making sales.