Oh for sure. It's tough in the services business here though where a lot of us find ourselves in when we're building products on the side. We have to build on what our customers say a lot. One thing that helps over here at Rockstar is we simply encourage and orchestrate things like bringing in actual users to play with mockups and such.

And some things are really hard to just observe without asking. In the interviews I mentioned, we really wanted to get into the psychological state and emotions people felt while they were shopping to understand what our brand even meant in the marketplace. It's impossible to observe that well unless we get into paying attention to what these folks say in interviews. And then we find ourselves having to interrogate those responses like I mentioned.

What are your favorite ways of observing customers? I've been a fan of Heap Analytics. Any others out there catch your eye?