Overview
This generative product research method involves studying failed or near-miss products in your market space and interviewing their users and founders to understand what worked and what didn't.
Key Questions Addressed
- What related products have been created in the past?
- What did customers like/dislike about previously created products?
- What advice would founders of similar failed products offer?
- Which features must be included in the product?
- How is this product different from similar past offerings?
Core Concept
As described in the source material: "Do research on what's been tried and failed. Many near misses have two out of three values in a feature set combination correct."
The technique aims to construct a comprehensive picture of previous attempts, identifying potential pitfalls while benefiting from earlier founders' experiences. This can inform product features, market targeting, or broader business model pivots.
Process
- Conduct desk research to identify similar past ventures
- Use social media to locate former customers of those companies
- Interview previous customers about their experiences
- Attempt to contact and interview original founders
Time Investment
- Desk research: 1-2 days
- Customer interviews: variable duration
- Founder interviews: 1+ days per founder, depending on availability
Key Risks
Overconfidence may prevent adopting the technique, while excessive dwelling on others' failures could unnecessarily undermine your own ideas.