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The standard practice of customer needs discovery can’t keep up with the fast pace of change. Point-in-time needs discovery will miss new and evolving customer needs, resulting in offerings that fail to:

• Account for these needs
• Address pain points, or
• Align with customers or their desired experience

Continuous product discovery places the focus on customer research and allows for collaborative, data-driven methodologies that consistently deliver new value for customers and the business. In this report, Forrester introduces the Continuous Product Discovery Flywheel to help product leaders understand the key components and benefits of continuous product discovery.