This is an area in which I find the gap between our marketing language and reality can be painfully apparent. No matter where you work, there will be some people who hate your product. I want to understand our customers’ emotions and what they like and dislike about our company. What is the best way and tool to use to do that?
When Jeff Bezos was asked, "what advice would you give to an Entrepreneur?", He said
"The most important thing is to be Customer Obsessed. So, don't satisfy your customers, figure out how to absolute delight them"
Yes, companies strive hard to understand consumer behaviour in order to provide excellent product and services. One of the ways to understand a customer's perception is "Net Promoter Score (NPS)". NPS is used by many companies around the world. The below link will help you understand NPS's framework.
The Net Promoter System
The above system will help you get feedback from customers and push companies to think about the root cause of a customer's feedback.
Finding a customer's views about a company is not easy. If you know who your customers are then you can directly ask them for feedback. But when you don't know who your customers are, then you need to do some research.
Start by map the stages of the customer journey to purchase a company's product and find out where the customer interacts with the brand/company.
I will list some of the tools and ways to collect this information in an attachment. These will aid in understanding customer's behaviour while interacting with a brand. Companies can draw a conclusion based on the correlation of data collected.