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
Quick Guide
Create Customer Insights
We drive the future of Product Management in Europe
Customer observation helps product teams understand what people actually do in real situations, rather than relying only on what they say they do.
By observing customers in their natural environment, teams can discover behaviours, difficulties, workarounds, interactions, contextual constraints, and implicit needs that are often difficult to reveal through interviews alone.
Observation is especially valuable when activities are physical, repetitive, complex, collaborative, or strongly influenced by the environment in which they take place.
The objective is not to evaluate the customer. It is to understand the customer’s reality.
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