Mistakes to avoid
Use-driven innovation in your sector or company

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.