Surveys and focus groups can tell you a lot about your customers. But there are indirect analyses that can be equally revealing. Try using the three-minute rule to better understand the broader context in which your customers use and interact with your products and services. Ask what your customer is doing in the three minutes immediately before and after using your product. By doing this, you may discover an unnecessary complexity they have to overcome. Or you may identify a cross-selling opportunity if they interact with another product or service right before interacting with yours. This rule is a great way to see the big picture and identify adjacent opportunities.

Source: "The Three-Minute Rule"