With shifting customer needs, priorities, and expectations, it is more important than ever to make sure that we're building the right thing before we build the thing right. In this talk, we will discuss the power of understanding your customers from a qualitative perspective and how to do it well.

In this session, you will learn about:

• The opportunity to re-learn your customers' needs
• Letting the customer guide your insights
• Best practices for gathering qualitative customer feedback