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User Research Methods

User Interviews

Master the most powerful research method - one-on-one conversations that uncover real problems

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Interviews Are Your Superpower

User interviews are the highest-leverage research method. One good interview can change your entire roadmap. They're not about validating your ideas—they're about discovering problems you didn't know existed. Great PMs spend 20-30% of their time talking to users. Bad PMs spend 0%.

Why Interviews Beat Everything Else

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Build Empathy

See the problem through their eyes. Hear frustration in their voice. Feel their pain.

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Discover Unknowns

Surveys only measure what you ask. Interviews reveal what you didn't know to ask.

🎯

Ask "Why"

Analytics show WHAT users do. Interviews reveal WHY they do it (or don't).

Types of User Interviews

Different interview types serve different purposes. Choose based on what you need to learn:

Discovery Interviews

When: Early exploration - you don't know what problems exist

Goal: Uncover unknown problems and opportunities

Example Questions:

  • • Tell me about...
  • • Walk me through...
  • • What frustrates you about...
Duration: 45-60 minutes
Sample Size: 8-12 users

✅ Pros

  • • Open-ended exploration
  • • Uncover unexpected insights
  • • Build deep empathy

⚠️ Cons

  • • Time intensive
  • • Hard to quantify
  • • Can go off track

Question Frameworks That Work

Learn proven frameworks for asking questions that uncover real insights:

The 5 Whys

You:
Why did you stop using the app?
User:
It was too slow
You:
Why was speed important to you?
User:
I use it during my commute
You:
Why during your commute?
User:
It's the only time I have to check prices
Insight:
💡 Real problem: Need fast mobile access during brief windows
💡

The Interview Paradox

The less you talk, the more you learn. Your job is not to pitch your idea or explain your product. Your job is to shut up and listen. If you're talking more than 20% of the time, you're doing it wrong. The best interviews feel like listening to someone tell you a story—because that's exactly what they are.

Key Takeaways

  • •Interviews are the highest-leverage research method—one conversation can change your entire roadmap.
  • •Discovery interviews explore. Validation interviews test hypotheses. Solution interviews get feedback. Follow-up interviews learn from real usage.
  • •Ask about past behavior, not future intentions. "Tell me about the last time..." beats "Would you use..."
  • •Listen more than you talk. If you're speaking over 20% of the time, you're doing it wrong.
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