OP-ED

There is no such thing as the “average user” on the Internet. No matter how good your insights, you are going to need input from people who do not think like you. The most effective way to do this is through user testing.  

By now you have heard the fact that overall industry firms grew at 1 percent, while industry online firms grew at 33 percent. According to PPAI research, “The proportion of online sales compared to total sales in the industry increased by 4 percentage points from 13.6 percent in 2013 to 17.9 percent in 2014.” Wait, you have valuable relationships and great service, yet overall online firms are growing faster than traditional firms? Why is that?