Being hard to work with risks reputational and monetary damage to our organizations. If your customers are external, that can mean lost membership dues, sales, volunteerism, etc. If your customers are internal, you risk damaging your corporate culture, collaboration, competitive edge, and resiliency. We should strive to do better, for our customers and our companies.

Focus groups and interviews with real humans in your actual target audiences can give you value productized AI "customer research" never could.