On the investor side, this may be one of the most critical pieces of diligence as it gives direct insight into how customers view your business and product. (entrepreneur.com)
It vividly sheds light on the creative process, and gives direct insight into artistic ideas. (artsy.net)
They also gain direct insight into what's needed in order to move from the existing relationship to the one they are hoping for. (thecouplescenter.org)