We have two high-level questions to ask during product development:
* Are we building the right product?
* Did we build the product right?
Generative research helps us define the right product by understanding customer pain points and treating our customers as valued collaborators.
As an experienced researcher, I have led teams into homes, restaurants, parks, libraries, retail stores, and tourism areas like San Francisco's marina to inquire about specific areas that are working and not working with various consumer products. The insights that have resulted from my visits with these customers have helped greatly improved products made by Motorola, Amazon, Netgear, Dell, and others.