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  5. Watching how customers actually use a product provides much ...

Watching how customers actually use a product provides much more reliable information than can be gleaned from a verbal interview or a focus group.

Clayton Christensen
Focus, Groups, Use
Clayton Christensen (2015). “The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail”, p.206, Harvard Business Review Press
Watching how customers actually use a product provides much more reliable information than can be gleaned from a verbal interview or a focus group.