Guide your product strategy with customer research

Customer research shouldn’t be done only in the beginning when you have an idea for a product, it should be done on a continuous basis. Customer needs change as new requirements are enforced, or as competitors offer new features.

The insights you get from doing more solid customer research will guide your overall product strategy, inform your design decisions and your technical choices. On the contrary, if you don’t have these insights to inform your product decisions, you quickly end up practicing the piñata approach — swinging your imaginary stick countless times only to miss the target.