In an effort to get a deeper understanding of our customers and their product needs, we completed a broad qualitative research exercise with enterprise customers around the United States. A team of product designers, product managers, and researchers traveled to each customer site to conduct shadowing sessions and in-depth interviews with IT, business analysts, and subject matter experts.
After each session, the team held a debrief to capture our findings. Once all of our site visits were completed, we used affinity diagramming to group insights. We analyzed the groups and prepared presentations for each major product area.
We are continuing to present our findings from our research throughout the company. I am happy to provide more details about my experience with qualitative research methods.