…ts and conducting interviews are difficult, the logistics have never been easier or less expensive. True user research is hard to take because it forces you to consider the true behaviors of real people who aren’t like you and quickly reveals wishful thinking.
If your goal is to launch something as fast as possible, user research will absolutely slow you down. But if you want to create great products, research will speed you up. Teams often avoid user research because they believe getting a product into the market is the fastest way to learn.
But launching doesn’t guarantee you’ll learn anything about what your customers need. Sure, you’ll know how many customers are using your product. But you won’t know why they’re using it, what could make them use it more, and how to convince more people to try your product. If you don’t know the deeper reasons for customer behavior, it becomes very hard to know what to do next.