Understanding your customers is an extremely important part of delivering a successful product, and user research is a great starting point for this, as it helps you gain a deeper understanding on who responds to your value proposition or, in other words, who your product solves a problem for. But what happens when your product seems to work for many different customers?
In this talk we will see an alternative path to finding and prioritizing customers in the product development process. An application of qualitative research to deliver a behavioral and attitudinal segmentation that provides relevant insights when:
- Creating and commiting to a product roadmap
- Deciding how to improve key features of your product
- Developing a new product offering