Utilizing End-User Input In Product Development
According to a study by PWC, companies that apply customer engagement strategies that involve user-driven requirements are twice as likely to expect growth of 15 percent or even more over the next five years. One-third of companies in the study considered customers to be their most important innovation partner. Collecting user input, therefore, is vital. Yet a study by McKinsey & Company found that more than 40 percent of companies aren’t communicating with their end users during the development process. More than half of the companies in the survey said that they have no objective way to assess the output of their design teams or to set targets for them.