Product Decisions
Product decisions are the choices that product teams make about what to build, informed by their discovery work.
Discovery is fundamentally a decision-making process where teams use customer input, research activities, and data from multiple sources to make informed choices.
How do product teams make good product decisions?
Product teams make decisions every day. To make good product decisions, you need to have a current understanding of your customers' goals, needs, and context. These factors are fluid. The longer you go without talking to a customer, the more likely your understanding of these factors will be out of date.
The goal is to do smaller research activities every single week by the team building the product. So that at any point in time, when you need to make a product decision, you can stop and take stock, and have multiple data points from multiple research activities that very week and say, based on what you know right now, what's the best decision you can make.
Why do product decisions matter?
You don't want to make a decision based on one A/B test or one customer interview. You want to make your product decisions based on sets of data, sets of research activities—not single data points.
Good product discovery teams engage with customers at least weekly, minimizing the number of decisions they make without customer input. This allows teams to create value for customers in a way that creates value for the business.
Learn more:
- Product Discovery Basics: Everything You Need to Know
Related terms:
- Product Discovery
- Continuous Discovery
- Customer Interviewing
- Product Teams
Last Updated: October 25, 2025