Our youngest daughter using the iPhone when she was under two years old. The application is Peekaboo Barn, where animals appear from behind a barn when the barn doors are tapped on. She quickly understood that the screen was for tapping but had no idea when was the right time to tap. She just constantly tapped on the screen regardless of the barn doors being open, closed or somewhere in between. The end result is using way too many taps to get the job done.

What kind of insight could be gathered from customers that are not part of the target group? Customers that are either too far up or down the adoption curve or otherwise out of their league. I’m calling it an unfocus group.