There is no substitute for watching your customers while they
are using your product or service. Get out into the field with qualified
observers, and see how your customers use your product in real life. You'll
find out what they like, what they don't like, and ways that they would improve
your product or service. You'll be surprised to hear things you never even
thought of.
For example, at a major photocopying company, observers in the
field found that copy machines were usually placed in storerooms. People
frequently stood on the machine to reach the highest shelves. Knowing this,
product designers created a copy machine strong enough to support a person's
weight.
When you go into the field, bring along observers with different
backgrounds and skills. Different perspectives can provide valuable
information.
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