Customer feedback is paramount when determining a customer's needs and tastes, particularly when a business introduces new products. Companies conduct focus groups, in-person research or customer phone surveys to determine the product features, flavors or styles that consumers want. Customer feedback helps companies determine what's important to their customers, according to The Calgary Beacon article "9 Great Reasons To Conduct Customer Surveys." Without customer feedback, a company could not possibly meet the product needs of the consumer. Consequently, its products would likely fail in the marketplace