Organisations want to relate their customers in their offerings. To discover what matters to them, there are two basic strategies. One involves taking the customer into your world (outside-in). The other strategy is about leaving the customer in its habitat and extending towards him (inside-out).
The advantage of the outside-in strategy is control over the situation, disadvantage is bias from the inside in the behaviour.
The advantage of the inside-out strategy is the undistorted picture of the real-life behaviour, the disadvantage is the effort and the risk of not being able to truly reach the customer.
Meeting the customer halfway is no option because you probably get only the worst of the two strategies.