Where to Gather Data Interviewing Customers or Focus Groups. Observing the product in use. Surveying customers. ■ Searching patent and other information sources and benchmarking the competition. Shanghai Jiao Tong University 17Shanghai Jiao Tong University 17 Where to Gather Data n Interviewing Customers or Focus Groups. n Observing the product in use. n Surveying customers. n Searching patent and other information sources and benchmarking the competition