EuPMA - European Product Management Association
EuPMA is part of Open Innovation s.a.s.
For information or contacts: info@eupma.eu
European
Product
Management
Association
Product Management Action Card
Analyze product usage
We drive the future of Product Management in Europe
Why
Understanding how customers actually use a product is essential to improve it, prioritize investments, and identify new opportunities. Utilization data reveals what users really do—not only what they say they do—and can uncover underused features, recurring behaviors, friction points, and unexpected use cases.
What
Collect quantitative and qualitative data about product usage across the customer base. Depending on the product, this may include:
- frequency and duration of use
- features or functions used most and least
- operating conditions and usage contexts
- sequences of actions or workflows
- errors, interruptions, and repeated attempts
- configuration choices
- maintenance and service events
- consumption of materials or resources
- differences between customer or user segments
- changes in usage over time
For connected products and software, much of this information can be captured automatically through telemetry or analytics. For physical products, data may come from sensors, service records, observations, diaries, interviews, or customer reporting.
How
- Define the questions first
Identify what you want to learn before collecting data. Avoid gathering large amounts of information without a clear decision purpose. - Identify the relevant usage indicators
Select metrics that describe actual product utilization and that can support product decisions. - Choose the data sources
Combine available sources such as product analytics, connected-product data, CRM and service records, observations, interviews, surveys, or usage diaries. - Segment the data
Analyze usage by customer type, user profile, geography, application, product configuration, or other relevant dimensions. - Look for patterns and anomalies
Identify frequently used functions, rarely used features, recurring problems, unusual behaviors, and differences between expected and actual use. - Investigate the reasons behind the data
Utilization data tells you what is happening, but not always why. Use interviews or contextual observation to understand the causes behind important patterns. - Translate findings into actions
Use the evidence to identify product improvements, features to simplify or remove, new services, training needs, opportunities for differentiation, or new product concepts.
Need support applying this Action Card?
Talk to EuPMA.
Read the quick guide.
Download the: “Analyze Product Usage” Action Card.