Continuous discovery is a process that keeps product teams closely connected to their customers throughout the development cycle. Unlike traditional project-based approaches, where research is done upfront and then rarely revisited, continuous discovery involves ongoing customer engagement to inform decisions. This approach acknowledges that digital products are never truly finished; they can always be improved and iterated upon.

Key characteristics of continuous discovery:

• Ongoing customer engagement: Regularly interacting with customers to gather feedback and insights.
• Iterative improvement: Continuously refining and enhancing products based on customer feedback, rather than considering them "finished."
• Avoiding the curse of knowledge: Staying aware that what is obvious to the product team may not be clear to users, and adjusting accordingly.
• User-centered decision making: Ensuring that every decision is informed by real user needs, minimizing assumptions and biases.
• Frequent testing and validation: Regularly testing ideas and features with customers to validate their effectiveness and relevance.