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The World's Largest Online International Product Camp

2021 ProductCamp ON>LINE™

June 2021

Videos and handouts are posted. We hope to see you at our next event.

Session Abstract

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Session #



Feature prioritization: Why I stopped sending surveys and started talking to customers

When product leaders want customer feedback to help prioritize roadmaps, they often turn to a survey. However, surveys don’t work well for assessing complex features, and they aren’t a great tool for understanding the *reasons* customers prefer certain features over others. There’s a better way! Learn about a group interview technique that allows you to quickly understand feature importance while also uncovering the reasons customers want certain features. After attending this session, you will be able to use this technique to conduct your own customer prioritization research when time is tight and you need data to support your decisions.


Amanda Nance

Lead User Experience Researcher

Ultimate Kronos Group (UKG)

Amanda has been leading customer research initiatives for over 15 years in B2B software environments. As a Senior UX Researcher, she works closely with product managers to understand customer needs, challenges, and desires. Amanda has a passion for research methods and for teaching others how to conduct better customer research. She currently works at the Ultimate Kronos Group (UKG), supporting product management in examining both the “what” and “why” of customer perception and experience.

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