UX research relatively new activities to most companies, but it get into the swing of things. The aim; simply to delight your customers, even the process involved isn’t quite as simple as it may sound.
Good user experience come from good decision. And good decisions come from experience…..and more often than not, experience comes from bad decisions.
To minimize flaws; get your team’s hands dirty on various related disciplines i.e data, innovation and good decision. Well-informed team tend to avoid poor decisions and costly mistakes.