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Andrea Belk Olson, behavioral scientist, speaker, author of What to Ask: How to Learn What Customers Need But Don’t Tell You, and CEO of Pragmadik, joins Jim Flynn and Leslie Castillo to discuss what truly drives customer decisions—beyond surveys, feedback forms, and NPS scores.

Andrea shares vivid examples that show how perception drives pricing and decision-making. Listen to this episode of the IMCA peer2peer podcast from ONEFIRE to learn how shifting your mindset from products to customer context can transform your approach to value creation.