product development research tug of war

Manage Conflicting Data During Research

One of the toughest product development research challenges is dealing with the conflicting needs and desires that you uncover during the process. Sam Moon and Stephen Myers share some tips you can use when you face this issue.

Sam Moon

May 13 th 2020 | 1 minute read

The goal of every product development research effort is to satisfy stakeholders by meeting their needs and delivering a high-quality, memorable experience that will drive brand loyalty and future sales. Best practice dictates that you perform loads of research to identify and address all of your customer needs so your new product dominates the market.

But what happens when some of that research doesn’t line up? Do you add all of the features to satisfy everyone, even at the expense of usability or higher cost? Or does the project grind to a halt for fear of alienating a chunk of the market?

As painful as it seems, one of the most important skills to learn in product development is the ability to say “no.” The trick is to learn when to say it, and who to say it to.


In this e-book, you’ll learn how to:

  • Synthesize conflicting data gathered during research.
  • Filter outlier noise to stay focused on high-impact stakeholder needs.
  • Recognize competing requirements, false consensus, and unarticulated needs.
  • Manage different interpretations of data within the project team.


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About the Author

Sam Moon – Design

“Inspiration exists, but it has to find us working.”