Category Archives: positioning

The Biggest Mistake with Most Med Device and Life Science Customer Research

I put on a workshop last week at the WLSA Convergence Summit on how to determine which new ideas to invest in — and which to avoid.

One key idea was the right way and wrong way to get and leverage customer input for new medical devices.

Wrong:  Ask customers what features they want in your products or services.

Right:  Ask customers what outcomes they want from using your product or service.

Most of the time, when we ask customers about solutions, we are abdicating our responsibilities and setting ourselves up for failure.  It is not the responsibility of customers to figure out what features will provide the experience they desire or achieve the result the want. What customers can meaningfully talk about is what experience and outcomes they want. Once we know that, then we can back into why those outcomes are important. Then we translate that understanding into a product requirement and validate its accuracy and importance.

For example, we might hear respiratory therapists tell us in focus groups that they want the mask to be a certain shape. That’s a solution. If we took that solution at face value and passed it on to the engineers and designers as a recommendation, we would likely be misleading them because we don’t yet know the desired outcome. Instead we dig deeper to reveal why RTs want the mask to be a certain shape and what outcome it will achieve. We learn that the outcome is about maximizing patient comfort in older patients, not about minimizing air leakage. We can then propose and validate a measurable requirement designed to achieve that outcome, such as “Maximize comfort for older patients wearing a mask for more than one week.”  Now the engineers and designers take over to bring the requirement to fruition.

Bottom line, asking the right questions gets customer input that leads to better products that solve meaningful customer problems.

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Resource for more info:  HBR article about designing useful outcomes-focused customer research.