One of the problem we face now on our product is same thing and we also do a similar excercise to improve product usability. But what we found was most of the s

One of the problem we face now on our product is same thing and we also do a similar excercise to improve product usability. But what we found was most of the suggestions were purely subjective and biased. Picking up right audience is the key. For example, instead of calling a CEO who is going to buy my product to evaluate i would rather invite someone who will use this product for living.