To ensure more product failures, simply avoid divergent and convergent interviews. - The AIM Institute To ensure more product failures, simply avoid divergent and convergent interviews.
The AIM Institute > Awkward Realities > To ensure more product failures, simply avoid divergent and convergent interviews.

Awkward Reality #106

To ensure more product failures, simply avoid divergent and convergent interviews.

Dan Adams |
106 Ignoring Customers

Skip qualitative divergent interviews and you’ll fail to uncover unexpected customer outcomes. You simply don’t know what you don’t know. Overlook quantitative, convergent interviews and you’ll fail to tightly focus R&D on those outcomes customers deem important and unsatisfied… the only ones worthy of a price premium.

More in white paper, Timing is Everything (page 8).

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