Engineering teams were more effective at pulling out customer needs than a qualitative research expert.
And it wasn’t just because they were a team. (Working with a partner or team can increase the amount of information gleaned from interviews, because everyone brings a different perspective.) Yet the engineers beat the teams of students, too.
If the social stereotype were true, you might expect the engineering teams to perform abysmally.
But they didn’t.
Instead, they blew everyone else out of the water.
The expert only identified 45% of needs, but the engineers identified 68% of customer needs. That’s a 51% improvement!
What this means is that if I were pitted against a random group of developers from this email list, y'all would beat me.
How awesome is that?!
So the next time you might be tempted to think that just because someone—and maybe that someone is you—is technical, they automatically can’t understand customers, think again.
And if someone throws that stereotype at you, either overtly or implied, keep this paper handy. To whip out this paper would be the equivalent of if someone told you good writing never has sentences longer than 20 words and you handed them Proust. Accept no BS.