 | Mining the wisdom of your own company is an extremely cost effective way to gain customer and competitive intelligence. There is often an emphasis on doing customer and field research, while a great deal of internal knowledge - including insights and ideas are untapped. A design team that interviews internal executives and experts first can often gain valuable and creative ideas from different business perspectives. Almost more importantly, you can expose conflicting viewpoints that exist inside the organization. Objectively exposing these early in a product's development can really lubricate the downstream tradeoffs and decision making. If you start with wisdom mining, your first rounds of customer research are more targeted on known questions and conflicts, business goals and objectives, and result in a better research ROI. |
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