Most product research produces a deck and no decisions. The fix is a smaller question, answered by watching rather than asking.
Research you can act on
User research gets a bad reputation because so much of it produces a deck and no decisions. The fix isn't more rigor. It's a smaller question.
We don't ask what users want. We ask what they did last time they faced this problem, and we watch them do it again. Behavior beats opinion every time.
Five people, one afternoon
Most product questions can be answered by watching five people for an afternoon. Past that you're confirming, not learning.
Behavior beats opinion every time.
Rachel Xie
Watching, not asking. Placeholder image at 1440 by 810.
