Using the right methods at the wrong times harms decision-making
Professionals in every field know they need to use the right tool and technique for each unique objective. A butter knife will eventually carve a turkey, but is that the best use of your effort?
If you’re over-reliant on one of two methods for innovating and optimizing your digital experiences, you’re missing out on important insights.
Each method of customer insights comes with inherent benefits and drawbacks. If you overweight one method, you can become exposed to serious research design flaws that can undermine your decisions. By combining multiple methods in a specific way, insights build each other to create a high-fidelity understanding of your customer needs and the right solution design.