PageWell 2.0: Using Customer Research for Product Development

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


After students have analyzed the case, they will be able to:

  • Use customer feedback to help define requirements for a new product

  • Understand the role of personas and scenarios in defining requirements

  • Understand how to use scenarios and scenario templates to derive scenario implementation requirements

  • Understand how to prioritize scenarios based on customer, company, and competitive criteria

  • Write a market requirements document for a next-version technology produc



Sawhney, M. and Goodman, P. (2017), "PageWell 2.0: Using Customer Research for Product Development", Kellogg School of Management Cases.

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