The SAFARI technique and mindset fits in the chapter of Discover the voice of the customer. Qualitative research through customer interviews.
Why an extra tool in the Innovation chapter? Because customers interview techniques are instrumental in the success of lean innovation. The SAFARI technique will help you improve your interview skills.
In order to delight customers, in order to create customer value, the product or service should create a positive experience, positive feelings. A great way to achieve that is by taking away ‘pain’ and creating ‘gain’. The ‘gain’ is not limited to monetary gain but can also be psychological or functional. (see Value Proposition Design training for ‘pain’ and ‘gain’ definitions)
The letters SAFA stand for Stress, Anxiety, Frustration and Anger. These are typical factors that cause customers “pains”
The letters RI stand for Rewarding and Ideal. What the customer finds rewarding in his job and what would be the ideal situation. Factors that represent the customers “gains”.
The interviewer should ask open questions to understand the causes of the customer’s pains and gains.