5 mistakes to avoid in user research
To get maximum out of your research and as real feedback as possible there are tons of rules and processes to follow.
There are a couple of things we can do unintentionally as non-professional researchers (designers, product managers/owners etc.) which will affect the process in a negative way. Here are 5 mistakes to avoid at any cost.
1. Having an emotional attachment to the solutions you’re testing out.
If you are someone behind the solutions getting tested, there is a chance that you have some emotional connection to them. Unlike a professional researcher who gets raw data, you can act differently depending on the user’s comments. On the other hand, users might not have a clear understanding of the task so your reaction to their words and actions may lead them to do and act in different ways. Be sure you’re prepared to listen to the feedback without any emotional attachment.
2. Not being prepared to be wrong.
Testing out the things you and your team worked really hard to create might be hard. Your users don’t have (and shouldn’t have) any idea about the backstory behind solutions and tech limitations you and your team faced in the process. Don’t try to overexplain why something is done in a specific way. Your user is there to give you their feedback and not to understand the product decisions behind each of them.
3. Trying to “get it” from their mouth.
During the process of the interview, you shouldn’t provoke (even unintentionally) your user to say the stuff you want to hear. The user interviews aren’t made for you just to prove your point so before hitting a question consult it with a professional researcher in advance so you’ll be sure it doesn’t contain direct guidance in it. Make your questions as open-ended as possible.
4. Not communicating clearly.
To get valid feedback and not waste any time you have to be clear on what specifically you’re asking feedback about. The same feature may include tons of aspects in it. Be clear on which part they have to give feedback and which part you’ll take as an insight.
5. Asking the wrong people.
Working in a big company is a blessing and a curse at the same time. On one hand, you have quick access to different types of people and on the other, it might be really easy to confuse your co-workers with your real users. For some stuff, it’s easy to get some people around for quick feedback on some small stuff but keep in mind that the true data you can get only from the real users of your product.
Like any skill, your interviews will improve with practice so feel free to make mistakes and learn from them!
So good luck on your journey and Happy researching!
