Product discovery has become a buzzword. Every team claims to do it. Fewer teams do it well. And the gap between good discovery and bad discovery almost always comes down to one thing: the quality of the qualitative research that feeds it. Surveys can tell you what is happening. Only qualitative research can tell you why.
At the third Gathering of The Product Consortium, Timote Geimer drew on his experience founding dualoop, a research-focused consultancy, to explain why qualitative research is not a nice-to-have complement to analytics but the essential engine of meaningful product discovery.
The talk was both philosophical and practical: a framework for thinking about what qualitative research achieves that other methods cannot, followed by concrete techniques for conducting it rigorously even with limited time and resources.
Original Presentation Slides
Download the slides from this talk as presented at the gathering.
