Model Overview Report

Introducing The Forrester Continuous Product Discovery Flywheel

Improve Customer Needs Discovery Practices To Sharpen Offering Alignment

July 5th, 2024
Tony Plec, Principal Analyst
Tony Plec Principal Analyst
With contributors:
Lisa Singer , AJ Joplin , Diego Lo Giudice , Margo Visitacion , David Morrison , Drew Zalucky

Summary

The standard practice of customer needs discovery can’t keep up with the fast pace of change. Point-in-time needs discovery will miss new and evolving customer needs, resulting in offerings that fail to account for these needs, address pain points, or align with customers or their desired experience. Continuous product discovery places the focus on customer research and allows for collaborative, data-driven methodologies that consistently deliver new value for customers and the business. In this report, we introduce the Forrester Continuous Product Discovery Flywheel to help product leaders understand the key components and benefits of continuous product discovery.

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