Research beyond "talking to users"
User research is frequently corrupted by confirmation bias. Generative research is the rigorous process of extracting unmet needs, anxieties, and operational mechanics from target segments before a solution is conceptualized.
The Jobs-to-be-Done (JTBD) Interview
The standard JTBD interview reconstructs the timeline of a user's purchasing or usage decision, focusing on the forces that compelled them to switch from their previous behavior to the new one.
Common Mistakes
- Asking users what they want: Users are experts in their problems, but amateurs at solution design. Asking them for features yields localized optimizations of existing paradigms.
- Ignoring the "Push": Focusing only on the appeal of the new product, while ignoring the frustrations that "pushed" the user away from their old habit.
FAQ
How many interviews are needed?
Qualitative saturation typically occurs between 12 and 15 interviews. After 15, the marginal discovery of new unmet needs drops near zero.