Suppose you have little to no budget for user research and need a quick yet efficient way to help clients understand digital product problems affecting business goals. It also works well if you are the only UX Designer or Researcher on the team.
Those on an in-house team are most likely evaluating the product and tweaking the experience continually. If you're on an in-house team and trying to convince management for a buy-in, you could use this method too.
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