Successful software products deliver a set of features your customers’ value and will pay for. To determine the correct priority and presentation of features, it’s important to understand the different behaviors and attitudes that exist in the audience for your product. Ethnographic field research is very valuable, yet can be expensive, time consuming and require skilled researchers. In this hands-on workshop, you will learn how to use collaborative play with customers to discover how they think and what they value, and use this intelligence effectively with your agile teams.