Talking to customers & user research

Learn the truth without leading the witness.

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I've done 20 interviews and every person described a slightly different problem. How do I know if there's a real pattern or just noise? Scattered problems usually mean your target group is too broad, not that there's no signal. As a starting point, sort the transcripts by who the pe... Advanced 24 resources → How do I do user research when I'm building something nobody has seen before and can't describe what they want? People are terrible at imagining products, but they are excellent at describing their current struggles, so research the struggle, not the solution... Advanced 24 resources → How do I tell the difference between a nice-to-have problem and one people will actually change their behavior to fix? A real problem shows up in what people already do about it: they've cobbled together a workaround, they're paying for a bad substitute, or they've ... Advanced 24 resources → How do I keep learning from customers after launch instead of only doing research once at the start? Research isn't a phase you finish, it's a channel you keep open, because your customers and their problems keep moving. As a starting point, wire f... Advanced 24 resources →

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