To gain real insights about your customers and users, you have to contact them. One method for doing this is observation – it’s simple yet unfortunately used far too infrequently.
In agile projects, the question of the customer’s point of view arises at many points. The involvement of this stakeholder is even an elementary component. One way to generate these insights is through interviews – but there are some hurdles here.
The interview is a central method of all agile methods. And not only there. After all, good interviewing brings real insights into the problem and solution space of products and services.