Towards Continuous Customer Validation: A Conceptual Model for Combining Qualitative Customer Feedback with Quantitative Customer Observation

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Towards Continuous Customer Validation: A Conceptual Model for Combining Qualitative Customer Feedback with Quantitative Customer Observation

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Publication Paper in proceeding
Title Towards Continuous Customer Validation: A Conceptual Model for Combining Qualitative Customer Feedback with Quantitative Customer Observation
Author Olsson Holmström, Helena ; Bosch, Jan
Research Centre Internet of Things and People Research Centre (IOTAP)
Date 2015
English abstract
Software-intensive product companies are becoming increasingly data-driven as can be witnessed by the big data and Internet of Things trends. However, optimally prioritizing customer needs in a mass-market context is notoriously difficult. While most companies use product owners or managers to represent the customer, research shows that the prioritization made is far from optimal. In earlier research, we have coined the term 'the open loop problem' to characterize this challenge. For instance, research shows that up to half of all the features in products are never used. This paper presents a conceptual model that emphasizes the need for combining qualitative feedback in early stages of development with quantitative customer observation in later stages of development. Our model is inductively derived from an 18 months close collaboration with six large global software-intensive companies.
Conference
ICSOB: International Conference of Software Business (June 10-12, 2015 : Braga, Portugal)
DOI https://doi.org/10.1007/978-3-319-19593-3_13 (link to publisher's fulltext.)
Publisher Springer
Host/Issue Software Business : 6th International Conference, ICSOB 2015, Braga, Portugal, June 10-12, 2015, Proceedings;
Series/Issue Lecture Notes in Business Information Processing;210
ISSN 1865-1348
ISBN 978-3-319-19593-3
978-3-319-19592-6
Pages 13
Page 154-166
Language eng (iso)
Subject Customer feedback techniques
Qualitative feedback
Quantitative observation
Continuous customer validation
Data-driven development
Technology
Research Subject Categories::TECHNOLOGY
Handle http://hdl.handle.net/2043/27396 Permalink to this page
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