Generative Research
Generative research is customer interviews and observations that help teams discover and understand opportunities in the market by exploring the customer's context, needs, pain points, and desires.
This type of research generates insights by asking customers to tell specific stories about their experiences—not asking them what to build. Instead of asking "What are your needs?" teams use story-based interviewing: "Tell me about the last time you..."
How does generative research work?
Through active listening, teams identify pain points and needs as customers share their experiences. This helps teams understand how customers frame their own problems and what they're actively trying to solve today.
Why does generative research matter?
Generative research helps teams populate opportunities on their opportunity solution tree. By deeply understanding the customer's context, teams can identify opportunities that, if addressed, might drive their desired outcomes.
Unlike evaluative research (which tests solutions), generative research explores the problem space to ensure teams stay grounded in real customer needs rather than assumptions.
Learn more: Customer Interviews: How to Recruit, What to Ask, and How to Synthesize What You Learn
Related terms:
- Opportunity
- Opportunity Solution Tree
- Interview Snapshot
- Interviewing
Last Updated: October 25, 2025