When product managers interview customers to better understand their unmet needs, you will hear them explain their problems. If you ask them how they currently use your software, they will also explain in vivid detail how they use it. Unfortunately, often there is a distinct difference between what humans say and humans do. Let me illustrate with a simple example. If you ask users if they like to scroll to find information on a web page, they will say No. They would tell you that they would like all of the information above the foldline (think about it as the top section of your web page that can be completely viewed without scrolling). However, in numerous usability tests I have done, it has been consistently observed that the first thing users do when they land on a web page is to start scrolling. So make sure that you mix in observed user behavior with what users tell you to truly understand their real problems. This is what the field of ethnography is all about.
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