Why User Research?
User research is how product teams learn about real user behaviour, needs, and pain points. Without research, product decisions are based on assumptions and opinions. With research, they're based on evidence.
Qualitative vs Quantitative
- Qualitative — interviews, observations, usability tests (why and how)
- Quantitative — surveys, analytics, A/B tests (how many and how much)
- Use qualitative to discover problems; use quantitative to measure them
- Both are needed — qualitative without quantitative is anecdotal; quantitative without qualitative is blind
Interview Best Practices
- Ask open-ended questions ('Tell me about...' not 'Do you like...')
- Focus on past behaviour, not hypothetical futures
- Don't lead the witness — avoid suggesting answers
- Listen more than you talk — aim for 80/20 ratio
- Record and transcribe (with consent) for accurate analysis
AI product tip: When researching AI features, ask users about their current workflow and pain points — not whether they want AI. Users can't evaluate AI capabilities they haven't experienced.
Key Takeaway
Good research asks about real behaviour, not hypothetical preferences. Let users tell you about their problems; don't pitch your solutions.