Customer research for developing new products and services in a digital/physical world has to answer the following questions (in general):

1.What job is the customer hiring the product for – and when we know – how do we improve the product?

2. What is the customer’s journey, how does the situation arise and where can the product or its services be present in order to solve the / a job as best as possible.

3. Which new business models emerge when we connect the changing needs of the customer and the company?

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