The name comes from the famous New York Yankees catcher Yogi Berra, who once said, “You can observe a lot by watching.”
Only those who have identified a problem can improve their products. And problems are identified by observing users using the products – what bothers, irritates, annoys them?
Let your customers and your competitors’ customers have their say, involve them in your improvement processes and learn from them. For this, also take the Internet and its possibilities to the aid. However, questioning alone is usually not enough. Statements and actual consumer behavior often drift far apart.
This insight also underlies the observation phase from Design Thinking and Lean Startup.
