Using 'Innovation Games' for Research
Product teams are using "Innovation Games" to gather richer customer feedback beyond traditional surveys. A recent tutorial highlights techniques like "Buy a Feature," where users are given a budget to 'spend' on their most-wanted features. This method forces prioritization and can surface unarticulated needs that users wouldn't otherwise mention.
The concept of "Innovation Games" was developed by Luke Hohmann and first introduced in his 2006 book of the same name. These are not digital video games, but structured, in-person or online collaborative exercises designed to elicit more nuanced feedback from customers than traditional surveys or focus groups. The methodology is rooted in the idea that observation and collaborative play can uncover unstated needs. Beyond the popular "Buy a Feature" game, the framework includes at least a dozen other techniques. For instance, in "Product Box," customers design their ideal product packaging, forcing them to identify the most compelling benefits. In "Speed Boat," users identify "anchors" that slow them down, pinpointing their biggest frustrations with a product or service. The transition to remote and hybrid work has led to the digitization of these games. Platforms like Miro and Lucidspark now offer dedicated templates for "Buy a Feature," allowing distributed teams to participate in these prioritization exercises virtually. Companies like Binnakle specialize in offering a suite of online "serious games" to facilitate innovation remotely. Real-world applications have demonstrated the value of this approach. PayPal, for example, used Innovation Games to understand the entire shopping experience, generating more creative ideas than traditional brainstorming. The key is creating a safe, playful environment where customers feel empowered to provide honest, unfiltered feedback without the pressure of a formal interview. For professionals transitioning from customer support to product management, these games offer a powerful way to leverage their deep understanding of user pain points. By facilitating a game like "Speed Boat," a new PM can translate their qualitative customer insights into a format that helps engineering teams prioritize bug fixes and feature improvements based on direct user feedback. The methodology encourages a shift in perspective from "What do you want?" to observing what users actually do and value. Some features in "Buy a Feature" are intentionally priced too high for any single participant to afford. This forces negotiation and collaboration, revealing to the product manager which features a group of customers values enough to pool their resources for.
