The overwhelming majority of raw customer feedback is noise consisting of random, misguided or misaligned suggestions that will make your product worse.
As we now know, the genius of Apple wasn’t Steve Jobs – it was and is the ability to continue innovating seemingly effortlessly. For two decades, they’ve made it look easy. Unfortunately, that makes innovating all the more difficult for the rest of us.
To an impatient, naive, and overly confident budget holder, discovery unnecessarily delays and increases the cost of development. They think the organization already knows enough, has the right plan in place, and should move at full speed ahead. How do you convince them otherwise?
Even before the world was turned upside down by COVID-19, market research and consumer insights leaders were feeling the reverberations of an industry undergoing significant changes.
