Loved this quote:
"Our brain is like a microscope. The more knowledge we gain in an area, the more sharper our brain and the more details we are able to observe and appreciate".
I always thought that if you are a keen observer, it improves your knowledge. But, if you decide you want to gain knowledge in an area and look for those things, the imprint in your brain is a lot more definitive, I presume.
Companies, therefore, need to first decide what they would like to know and learn about their customers, then go out and find them.