Not long ago, the best way to witness firsthand how the general population interacted with your product was to assemble a random sample of potential users and stick them in a room while you observed from behind a two-way mirror.

How has this changed?

The need for product analytics has never been so great, with Product Managers and Owners increasingly seen as “mini-CEOs”, each taking responsibility for one of a company’s products. With this comes the responsibility to make rational decisions regarding product choices, such as which features to release or prioritize. Additionally, cycles of iteration are now incredibly fast, and data-led decision-making is distinguishing certain products in a hyper-competitive market.