This is a poorly written article that is all over the place. It’s evident the author had a horrible experience with a PM. Their description of a PM is a description of a PM who’s doing their job poorly. Qualitative research at any company is critical and poor qual research (interviewing the wrong people, asking the wrong types of questions, etc) will yield poor insights as is the case here. Any PM working at a B2B st…
It also matches with my experience fwiw. The biggest issue I saw with qualitative is that it almost always was used to reinforce an existing idea that the PM has. I've never heard a PM say they learned something surprising and are reconsidering their initial idea.
You have never worked with a good PM then. I hear unexpected things from customers pretty much every single time I talk to one.