4. Mistakes to avoid
Don't ask the testers to tell you how they used the product, as that's for you to observe. Instead, ask them why they acted a certain way at a certain moment in the experiment.
Avoid places where the product is staged in an artificial way (e.g. a car show). People trying out vehicles or other products will not behave naturally.
Don't go for quantity at all costs; instead, spend more time with a few testers, who will bring out any unexpressed needs.
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Mistakes to avoid
Bibliography
Also in our database
Bibliography
C. Kim and R. Mauborgne, Blue Ocean Strategy: How to create uncontested market space and make the competition irrelevant , 2005
C. Kim and R. Mauborgne, Value Innovation: The Strategic Logic of High Growth , 1997
C. K. Prahalad, The Future of Competition: Co-creating unique value with customers , 2004
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