needs

Turns customer problems, solution ideas, and evidence into a tangible result by recruiting customers, asking for the switching story, and deriving opportunities.

Core question: What concrete job were switchers trying to get done, and which four forces led them to the current product?

1-3 Wochen

5-12 Interviews

Moves customer problem, solution idea, and evidence toward a concrete result through "collect outcomes from discovery", "define an importance scale", and "calculate and sort the score".

Core question: Which outcomes are important to target users and currently poorly satisfied, and where does genuine innovation potential exist?

60-120 min

3-6