when developing a new product or merely refining an existing one, it is vital to challenge your assumptions and place yourself in the shoes of your users. ask questions, such as 'what value would this new product bring to a prospective buyer?'.'what price would they consider reasonable?' and 'what reasons might they have for not buying?'. by becoming your customer, you can fully evaluate a product, from the retail experience if purchasing it, through to use and aftersales support, and thereby generate invaluable detailed data and feedback