told him “a faster horse.” Today there are many ways to get customer feedback—some remain traditional like focus groups while others leverage more qualitative methods like ethnography. What you choose to do and how you do it is just as important as the information you want to get. How are you at structuring your customer feedback session? What do you do with the information you get back and how do you feed that into your product development effort? It’s important to understand interactions, not just needs. A need tells you what an interaction tells you why and how. What do your customers really value? There’s more to it than just asking questions about what’s known or obvious. If there weren’t, our horses would all be waiting for us outside. You’ll get some tools, tips and tricks to help you get to the real insights.