Here's a provocative take we heard from a veteran product leader: a lot of product teams have quietly stopped doing real customer research — and the way the discipline evolved is partly to blame. The cost of letting it slide is steep: Forrester found insights-driven businesses were growing at more than 30% a year — the advantage teams forfeit when research gets deprioritized.
How research drifted to the edges
The argument goes like this. Over the last decade, execution became the center of gravity for product management. As delivery practices matured and the execution layer got commoditized, many organizations reframed the PM role around shipping: groom the backlog, run the ceremonies, move the tickets. It became natural to take strong project-minded people and turn them into product managers.
The result, this leader argued, is teams full of PMs who execute well but don't always carry deep market knowledge or own the problem space — the understanding of who the customer is, what they're struggling with, and why it matters. When PMs can't advocate for the problem, it falls to leadership to tell them what to build. Frameworks that optimize for delivery can quietly reinforce this, and customer research gets pushed to the side.
It's a hot take, but it rhymes with a pattern other leaders described: product people who are great at how and shaky on why.
The access problem makes it worse
Even motivated PMs hit friction. One leader recalled having to fight to be included in sales and customer meetings — access to actual customer conversations wasn't a given. And leaders themselves drift: several noted that when product leaders stop visiting customers, product quality and team alignment suffer. Research isn't just deprioritized; sometimes it's structurally hard to do.
How teams win it back
The teams that keep research at the center treat it as a habit, not a phase:
- Make customer contact non-optional. Build a cadence of customer discovery conversations into the operating model, for ICs and leaders alike. The IC engages users daily; leadership runs strategic outreach to buyers.
- Be proactive, not reactive. One approach: quarterly insight sessions with buyers segmented by customer type, aimed at finding the next problem to solve — not just reacting to the last complaint.
- Close the loop with go-to-market. Sharing interview transcripts and insights with sales creates a feedback loop that surfaces recurring themes and gaps in the questions you're asking.
- Own the problem space, then execute. Insist that priorities trace back to a real, evidenced customer problem — an opportunity — not just a stakeholder request.
Research that actually reaches the roadmap
Part of why research gets dropped is that, done manually, it rarely pays off fast enough — notes scatter, insights evaporate, and the roadmap gets set in another tool anyway. That disconnect is what Intervool is built to close: capture every interview, synthesize evidence-linked themes, and carry them straight into a prioritized product roadmap, each decision one click from the customer quote behind it.
When research is this connected to the decision, it stops being the thing that falls off the edge of the sprint — and becomes the thing that drives it.
Put problem-space thinking back at the center. See how Intervool works or start a free trial.
