Qualitative Customer Research

In order to create products and services that are successful in the market, it is crucial for companies and start-ups to develop empathy and understanding for their (potential) customers' needs, contexts and expectations. This technical note aims to point out the significance and motivation of qualitative research and provides guidance in the iterative and unpredictable research process. Ethnographic research methods like field observations and interviews are introduced as practical ways to gather qualitative data. Finally, several Design Thinking tools are recommended to synthesize the gathered data.