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Scenario-Focused Engineering: A toolbox for innovation and customer-centricity by Drew Fletcher, Austina De Bonte

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Chapter 5. Observing customers: Building empathy

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Now that you know who your target customers are, the next step is to learn all about them—to figure out what their needs are, what problems they have, and what motivates them. Having a deep understanding of your customers allows you to discover what an outstanding solution looks like from their point of view—a solution that meets their functional needs as well as their emotional wants.

In this first stage of the Fast Feedback Cycle, you do the research required to make data-based decisions about ...

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