What physical product research & insight teams can learn from the world of digital product design

On this latest episode of Now that's Significant, we were joined by we’re joined by Ethan Kellough, Co-Founder and Chief Product Technology Officer at Highlight, an Agile In-Home Usage Testing Platform that is making it fast and easy to conduct research with physical products.

On this episode, we discussed the gulf between physical and digital product teams.

How the pace of innovation in the software industry quickly outpaced the physical product industry

The physical product industry is full of waste and is ripe for optimization

The lessons that the software industry has learned over the past 20 years can be directly applied to physical product research

You shared three lessons that physical product researchers can implement right away

• The best data is the data that most closely reflects reality
• Invalidate, don’t validate 
• Size research effort proportional to the risk of being wrong

We also discussed how the physical product research space changed in COVID and how in the next decade you’re hoping to see more agility come in at all stages of physical product research

Hope you enjoy the episode.