EuPMA - European Product Management Association
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European
Product
Management
Association
Product Management Action Card
Observe the customers
We drive the future of Product Management in Europe
Why
Customers do not always describe accurately what they do, what difficulties they encounter or how they use a product. Direct observation helps uncover real behaviours, hidden needs, workarounds and problems that may not emerge during interviews.
What
The systematic observation of customers or users while they perform relevant activities in their real environment, with minimal interference from the observer.
How
•Select representative users and relevant situations to observe.
•Observe customers in the actual context in which the activity takes place.
•Focus on behaviours, actions, interactions, difficulties and workarounds.
•Record what people actually do, not only what they say.
•Ask brief follow-up questions to clarify actions and decisions.
•Avoid influencing the customer’s behaviour or suggesting solutions.
•Compare observations to identify recurring patterns, unmet needs and improvement opportunities.
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Download the: “Observe the customers” Action Card.