When talking to customers, it's very important that you don't create a learning bottleneck by talking to them alone and not sharing what you…
When you have a specific idea in mind, it's a mistake to zoom in on it too early in the interview. You need to establish if the person has…
Asking customers/users directly what they need or how they generally do X or how often they do X...all of that results in inaccurate answers…
When you're trying to evaluate a problem ( "Evaluate", not "validate" ) by talking to customers, it's too easy to ask bad questions and get…
"Jobs theory" developed by Clayton Christensen aims to describe why do customers do that they do. They "hire" products and services to do a…
In empowered teams, the customer knowledge or the "voice of the customer" shouldn't be a monopoly of one person. That gives them too much…
Research questions = what you want to learn Interview questions = what you actually ask People often make a mistake of taking research…
When people make a feature request, your job as a designer/researcher is to dig to understand the underlying need. People tend to speak…
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