Creativity needs to have a goal. Your goal is your customer. Get to know the needs of your customer even better. Jens Otto Lange draws up studies, conducts interviews and
observes potential users. As a result, your creativity becomes focused and you gain valuable knowledge with which to refine your idea.
Studies: Analyses of competitors and markets
Interviews and focus groups: Soliciting opinions from users
Monitoring: Observing users and conducting a self-experiment in a real-use context