And while the details of how it is implemented vary somewhat from company to company, the core elements of the method are: • the creation of a cross-functional team, or a set of teams that break down the traditional silos of marketing and product development and combine talents; • the use of qualitative research and quantitative data analysis to gain deep insights into user behavior and preferences; and • the rapid generation and testing of ideas, and the use of rigorous metrics to evaluate—and then act on—those results.
