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.