Observation, a free insight's tool

When you work in marketing you’re constantly observing how people behaves, it’s just an habit you gain.
Observing how people interact with a device in real time is your best insight. Sure, user tests work, but they will never be a real interaction.
Some of the best “tests” are out there, for free. Maybe you’re not observing how they use your product, but you can get a great insight of how they use a platform. And that’s valuable knowledge for your product.