Searching and understanding patterns helps you understand customer needs
The story about how Lego searched for patterns and then analysed the results is a really useful lesson that any organisation should seek to learn.
http://qz.com/189405/lego-turned-itself-around-by-analyzing-overbearing-parents/
They important takeaway is that you need to know where to look for the patterns and in the case of Lego:
LEGO has done a lot of research on play, but it almost becomes too academic. It didn’t really live in people, certainly not in the management. We should have been out with families. These are the real people who use our products
It is worth any organisation to spend some time thinking about where they should start the search to understand the patterns which explain their customer needs.
Building and leading high performing teams 