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Towards Continuous Customer Validation: A Conceptual Model for Combining Qualitative Customer Feedback with Quantitative Customer Observation

Published on Jan 1, 2015 in ICSOB (International Conference on Software Business)
· DOI :10.1007/978-3-319-19593-3_13
Helena Holmström Olsson18
Estimated H-index: 18
(Malmö University),
Jan Bosch48
Estimated H-index: 48
(Chalmers University of Technology)
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Abstract
Software-intensive product companies are becoming increasingly data-driven as can be witnessed by the big data and Internet of Things trends. However, optimally prioritizing customer needs in a mass-market context is notoriously difficult. While most companies use product owners or managers to represent the customer, research shows that the prioritization made is far from optimal. In earlier research, we have coined the term ‘the open loop problem’ to characterize this challenge. For instance, research shows that up to half of all the features in products are never used. This paper presents a conceptual model that emphasizes the need for combining qualitative feedback in early stages of development with quantitative customer observation in later stages of development. Our model is inductively derived from an 18 months close collaboration with six large global software-intensive companies.
  • References (27)
  • Citations (20)
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References27
Newest
Published on Sep 1, 2015in Journal of Product Innovation Management3.78
Petra M. Bosch-Sijtsema15
Estimated H-index: 15
(Chalmers University of Technology),
Jan Bosch48
Estimated H-index: 48
The feedback and input of users have been an important part of product innovation in recent years. User input has been studied from different approaches and is applied through different methods in particular phases of the innovation process. However, these methods are not integrated into the whole innovation process and are used only in particular phases or on an ad hoc basis. New developments in technology, social media, and new ways of working closer with customers have opened up new possibili...
Published on Sep 1, 2014in IEEE Software2.94
Helena Holmström Olsson18
Estimated H-index: 18
(Malmö University),
Anna Sandberg7
Estimated H-index: 7
(Ericsson)
+ 1 AuthorsHiva Alahyari5
Estimated H-index: 5
(Chalmers University of Technology)
In large-scale software development, there is typically a conflict between being responsive to individual customers, while at the same time achieving scale in terms of delivering a high number of features to a large customer base. Most often, organizations focus on scale and individual customer requests are viewed as problematic since they add complexity to product variation and version control. Here, we explore the use of customer-specific teams as a means to address this conflict. First, we ve...
Published on Aug 27, 2014 in SEAA (Software Engineering and Advanced Applications)
Helena Holmström Olsson18
Estimated H-index: 18
(Malmö University),
Jan Bosch48
Estimated H-index: 48
(Chalmers University of Technology)
In most software development companies the road mapping and requirements prioritization process is a complex process in which product management experiences difficulties in getting timely and accurate customer feedback. The feedback loop from customers is slow and often there is a lack of mechanisms that allow for efficient customer data collection and analysis. As a result, there is the risk that requirements prioritization becomes opinion-based rather than data-driven, and that R&D investments...
Published on Jul 29, 2014in Technology Innovation Management Review
Mika Westerlund17
Estimated H-index: 17
(Carleton University),
Seppo Leminen14
Estimated H-index: 14
(Laurea University of Applied Sciences),
Mervi Rajahonka8
Estimated H-index: 8
(Aalto University)
This article investigates challenges pertaining to business model design in the emerging context of the Internet of Things (IOT). The evolution of business perspectives to the IOT is driven by two underlying trends: i) the change of focus from viewing the IOT primarily as a technology platform to viewing it as a business ecosystem; and ii) the shift from focusing on the business model of a firm to designing ecosystem business models. An ecosystem business model is a business model composed of va...
Published on Jun 3, 2014 in ICSE (International Conference on Software Engineering)
Fabian Fagerholm11
Estimated H-index: 11
(UH: University of Helsinki),
Alejandro Sánchez Guinea6
Estimated H-index: 6
(UH: University of Helsinki)
+ 1 AuthorsJürgen Münch23
Estimated H-index: 23
(UH: University of Helsinki)
Development of software-intensive products and services increasingly occurs by continuously deploying product or service increments, such as new features and enhancements, to customers. Product and service developers need to continuously find out what customers want by direct customer feedback and observation of usage behaviour, rather than indirectly through up-front business analyses. This paper examines the preconditions for setting up an experimentation system for continuous customer experim...
Published on Jan 1, 2014 in ICSOB (International Conference on Software Business)
Emil Backlund1
Estimated H-index: 1
(Chalmers University of Technology),
Mikael Bolle1
Estimated H-index: 1
(Chalmers University of Technology)
+ 2 AuthorsJan Bosch48
Estimated H-index: 48
(University of Gothenburg)
Success in the software market requires constant improvement of the software. These improvements however have to directly align with the needs of the users of the software. A recent trend in software engineering is to collect post-deployment data about how users use a software system. We report in this paper about a case study with an industrial partner in which (1) we identified which data has to be collected for a web-based portal system, (2) implemented the data collection, and (3) performed ...
Published on Jan 1, 2013in International Journal of Technology Management1.16
Paavo Ritala18
Estimated H-index: 18
(Lappeenranta University of Technology),
Vassilis Agouridas1
Estimated H-index: 1
+ 1 AuthorsOtto Gies1
Estimated H-index: 1
This study focuses on value creation and capture in innovation ecosystems. It presents and discusses the findings from a qualitative, comparative case study on two European-led innovation ecosystems from the ICT and aerospace and defence sectors. The purpose of the research is to explore the tangible and intangible mechanisms related to how leading firms may facilitate value creation and capture in this context. In particular, we focus on mechanisms related to the building phase to help attract ...
Published on Jan 1, 2013 in LESS (Lean Enterprise Software and Systems)
Helena Holmström Olsson18
Estimated H-index: 18
(Malmö University),
Jan Bosch48
Estimated H-index: 48
(Chalmers University of Technology)
Today, products within telecommunication, transportation, consumer electronics, home automation, security etc. involve an increasing amount of software. As a result, organizations that have a tradition within hardware development are transforming to become software-intensive organizations. This implies products where software constitutes the majority of functionality, costs, future investments, and potential. While this shift poses a number of challenges, it brings with it opportunities as well....
Published on Jan 1, 2013 in LESS (Lean Enterprise Software and Systems)
Jan Bosch48
Estimated H-index: 48
(Chalmers University of Technology),
Helena Holmström Olsson18
Estimated H-index: 18
(Malmö University)
+ 1 AuthorsJens Ljungblad2
Estimated H-index: 2
(Chalmers University of Technology)
Software startups are more popular than ever and growing in numbers. They operate under conditions of extreme uncertainty and face many challenges. Often, agile development practices and lean principles are suggested as ways to increase the odds of succeeding as a startup, as they both advocate close customer collaboration and short feedback cycles focusing on delivering direct customer value. However, based on an interview study we see that despite guidance and support in terms of well-known an...
Cited By20
Newest
Woogon Shim1
Estimated H-index: 1
(LG Electronics),
Seok-Won Lee12
Estimated H-index: 12
(Ajou University)
Abstract Nowadays agile development has become a mainstream development methodology. Yet agile is still lacking in how in-depth it deals with Requirement Engineering (RE) compared to the other development stages. There have been attempts to apply agile RE techniques to traditional development and conversely to apply traditional RE techniques to agile development. But the biggest problem is that it is difficult to maintain the essence of agile which is to “ collaborate ”, “ (iterative and frequen...
Published on Feb 1, 2019in Empirical Software Engineering4.46
Eriks Klotins4
Estimated H-index: 4
(BTH: Blekinge Institute of Technology),
Michael Unterkalmsteiner11
Estimated H-index: 11
(BTH: Blekinge Institute of Technology),
Tony Gorschek31
Estimated H-index: 31
(BTH: Blekinge Institute of Technology)
Context Start-up companies have become an important supplier of innovation and software-intensive products. The flexibility and reactiveness of start-ups enables fast development and launch of innovative products. However, a majority of software start-up companies fail before achieving any success. Among other factors, poor software engineering could be a significant contributor to the challenges experienced by start-ups. However, the state-of-practice of software engineering in start-ups, as we...
Published on Dec 1, 2018in Journal of Software: Evolution and Process1.30
Aleksander Fabijan4
Estimated H-index: 4
(Malmö University),
Pavel Dmitriev5
Estimated H-index: 5
+ 3 AuthorsJan Bosch48
Estimated H-index: 48
(Chalmers University of Technology)
Companies need to know how much value their ideas deliver to customers. One of the most powerful ways to accurately measure this is by conducting online controlled experiments (OCEs). To run experiments, however, companies need to develop strong experimentation practices as well as align their organization and culture to experimentation. The main objective of this paper is to demonstrate how to run OCEs at large scale using the experience of companies that succeeded in scaling. Based on case stu...
Published on Nov 28, 2018
David Issa Mattos1
Estimated H-index: 1
(Chalmers University of Technology),
Pavel Dmitriev5
Estimated H-index: 5
+ 2 AuthorsHelena Holmström Olsson18
Estimated H-index: 18
(Malmö University)
Accurate prioritization of efforts in product and services development is critical to the success of every company. Online controlled experiments, also known as A/B tests, enable software companies to establish causal relationships between changes in their systems and the movements in the metrics. By experimenting, product development can be directed towards identifying and delivering value. Previous research stresses the need for data-driven development and experimentation. However, the level o...
Published on Nov 1, 2018
Cebu City government’s Long Life Medical Assistance Program aims to deliver and supply maintenance medicine to its qualifying beneficiaries. The process is done manually resulting to certain problems such as: (1) lack of evidences that the beneficiaries received the medicine intended for them; (2) inventory monitoring of medicines distributed; (3) and shortage of medicine supplies. In line with these problems, a web and mobile application called Aeon is designed in partnership with the Cebu City...
Published on Sep 3, 2018
While formal task models allow definition and time-based assessment of user-interaction, they have not yet been used as a baseline for assessing the variability patterns of user interaction with software. Consequently, operationalizing these variability patterns enables us to evaluate how suitable the defined task-execution paths are for the user to achieve a predefined goal. Improvements of the software could thereby be evidence-based on knowledge of changes' effects on functional suitability f...
Published on Sep 1, 2018
Jan Bosch48
Estimated H-index: 48
(Chalmers University of Technology)
The role of software in society and in industry in particular continues to grow exponentially. Most companies either have or are in the process of adoption continuous deployment of their software at products in the field and collect data concerning the performance of their systems. The continuous, fast feedback loops that companies now have available allow for a fundamentally different way of organizing. In fact, based on our work with dozens of companies, we have come to the conclusion that com...
Published on Dec 1, 2017 in INFOCOM (International Conference on Computer Communications)
Varun Gupta4
Estimated H-index: 4
(IP: Guru Gobind Singh Indraprastha University),
Soham Gupta (IP: Guru Gobind Singh Indraprastha University), Chetna Gupta6
Estimated H-index: 6
(JIIT: Jaypee Institute of Information Technology)
This paper performs a systematic literature survey of feedback oriented software development through few bibliographic databases. The aim is twofold; first is to analyze the available feedback techniques used in mass market software development and the second is to analyze the reported empirical studies related to impact of feedback oriented software development in mass market on overall software development parameters and challenges or problems faced. Results indicate that the studies are very ...
View next paperCustomer Feedback and Data Collection Techniques in Software R&D: A Literature Review