Every corporation wants to avoid missing something that could slow their growth. But why are some companies able to spot that “something” and some not? The most successful companies of the 21st Century are obsessed with their customers. Customer obsession is easier said than done. Tricia provides real world examples of how companies can become customer-centric and how they must look beyond quantitative metrics to also explore qualitative factors, thick data, that often make or break customer decisions. Tricia outlines steps to identify, collect, and embrace thick data, combining it with quantitative data to generate higher impact to refine go-to-market strategies.