Listening to the Customer First-hand; Engineers Too
By Bill Jewett
Product development teams need much more than a set of requirements provided to them by marketing or management. Teams need to understand how customers will use the new products and what features and functions will provide the most benefits to them. The costs to customers of owning the products and the aggravations in their malfunctions must be interpreted accurately. How customers perceive value as they compare products from competitors must be understood well. The conclusions from these evaluations contribute to improved requirements for new products.
However, there can be a bias against product development teams interacting directly with customers. Marketing and sales people ...
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