Episode #15

Let customers surprise you

You don’t want to be surprised in most of business… overseeing production, traveling for business, building a facility. The one exception? You do want to be surprised when innovating. This is true in the lab, but also during customer interviews. See a totally different VOC method that boosts surprises.

More in research report, Discovery Interview Research Report

Awkward Reality #218

B2B Customer needs: From “guessing”… to “understanding”… to “modeling”.

218-Model-Customer-Needs

In B2B we can do even better than “understanding” customer needs. We can “model” them. Use customer interviews to understand customers’ key outcomes. But don’t stop there. Ask how they measure these outcomes… and how good is “good enough.” Then create a model so you can test how they’ll react to any product design you imagine.

More in article, How to model customer needs

Episode #14

Awkward Reality #217

Episode #13

Awkward Reality #216

Episode #12

Awkward Reality #215

Episode #11