The company representative or manufacturer is asked, in his view, to imitate and describe his clients' activities by, for example, using a product himself. The description should include typical experiences (needs, wishes) towards the own customers. The second step is to identify how the customer really perceives the manufacturer's product or service. On the basis of both information, that of the manufacturer and those of his customers, it is possible to uncover false assumptions or misjudgments of the manufacturer towards his customers.
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