## Definition of User Research User research is a critical activity in product management that involves gathering [[product insights]] and [[customer feedback]] in order to inform the design, development, and improvement of products. The goal of user research is to understand the [[customer needs]], behaviors, and preferences of users in order to create products that meet their needs and deliver value. User research typically involves various methods such as customer surveys, customer interviews, observation, and usability testing. Through these methods, product managers are able to gather insights about user needs, pain points, and behaviors, as well as feedback on existing products or prototypes. The insights gained from user research are used to inform product decisions, such as feature prioritization, design, and UX improvements. By incorporating user feedback, product managers can ensure that their products meet user needs and deliver value, ultimately leading to increased user engagement and satisfaction. ## 5 Best Practices for Conducting Effective User Research by ![[Pasted image 20230322115917.png]] ### Clear objectives Before conducting any research, define a clear objective and goal to ensure that you are collecting relevant data. ### Open-ended questions Open-ended questions allow participants to provide more detailed and nuanced feedback, rather than emitting them to pre-set options. ### Avoiding leading questions Leading questions can bias participants and lead to inaccurate data. Use neutral questions that do not imply a particular answer. ### Turning data into insights After collecting data, analyze it thoroughly and synthesize the key findings into actionable insights. ### Share results to inform decisions Search the research results and insights with relevant stakeholders to inform product decisions and ensure alignment across teams. ## User Research Mistakes User research and [[product target audience]] research are not the same thing. > [!NOTE] > Customers are people who have already bought from you. [[Product target audience]] are people who could become future customers. ### #1: Interviewing users and then assuming that these findings are applicable to the rest of your audience Recruited users have biased characteristics (demographics, acquisition channels, creatives, etc.), so most of the results of "audience research" will inherit those characteristics. ### #2: Asking the same questions to both groups of users Audience is about marketing reach, channels, tactics, branding, etc. Customers are about internal engagement, conversions, retention, happiness, and so on. ### #3: Unsegmented person groups You need separate personas that characterize the audience/users you want (even the audience that will never buy from you). ### #4: Assuming that the audience you have not yet attracted will react in the same way as customers who have already purchased Because of this mistake, many miss growth opportunities. Different messages for different people in different channels are often better than one template for all. ### #5: Using the same tools and tactics to customers and the target audience You have email addresses, names, and conversion paths with customers. With the [[product target audience]], you will need broader surveys and web/socio-demographic data for quality work.