There is a big movement to support project teams getting out of the building (GOOB) to validate product assumptions and the like.
This is a great thing, the more users and customers project teams talk to the better. After-all something is better than nothing, right?
However I have seen this research done very poorly to the extent it is pointless.
Often the people going out have no experience, have not been taught the basics and haven’t even had a few “dry runs” on their approach or questions.



