When traditional user research isn’t an option: non-traditional ways to collect insights
UX design without speaking to your users is no UX
is a quote often thrown around, and while I agree with the sentiment, it’s not always as simple as people make it out to be. In my case, working in a B2B SaaS niche product stream, users are hard to come by. According to recent data, less than 1% of the working population in the Netherlands falls within the target group. On top of that they’re busy, their time is precious, and getting a slot on their schedule can feel like winning the lottery. Even when they agree to participate, we sometimes need to build a lot of goodwill as a company before they fully engage.
But just because we can’t always conduct traditional usability interviews doesn’t mean we’re stuck with no data or insights. Instead of relying on the conventional one-on-one user interviews, we can get creative and still gather valuable insights. The key is to find those hidden opportunities. Let me share a few methods I’ve used to extract user insights when direct access is limited.
1. Join Sales Demos
It might seem a bit unconventional, but one of the most fruitful methods I’ve found is sitting in on sales demos. Ask your sales team if you can join one of their calls where they present the product to potential customers. I did this recently, and it helped me understand user pain points more deeply than I ever expected.
When someone else gives the demo, you can observe where they struggle to explain certain features or processes, which usually signals that the product could use some refinement. Pay special attention to the questions potential customers ask during the demo — they can be incredibly revealing about areas of confusion or unmet needs.
As Vanessa Bohns’ book “You Have More Influence Than You Think” discusses, simply being present in the room (or on the call) can have a huge impact. I usually have two approaches: either I sit in and explain that I’m there to answer any technical questions about the product, or I introduce myself as someone looking for ways to improve the tool based on user feedback. Both approaches have their pros and cons. No matter how you introduce yourself, the key is to strike a balance — remain in the background, but step in for clarification when necessary.
2. Leverage the Service Desk
One of the most underutilized resources for UX insights is your company’s service desk. You don’t need to be on the front lines answering tickets, but you can classify and analyze the incoming questions. If you notice recurring themes — questions about a particular feature or process — this could signal an area of improvement that’s worth diving into. I used affinity mapping to identify key themes and patterns, helping me uncover specific insights from the data.
By taking a more reactive approach, we were able to push for major changes in our onboarding process, which drastically reduced the volume of support tickets. The service desk is where real users express real frustrations, and this data can give you a clearer picture of the pain points in your product.
3. Attend Support Calls
Some issues require more hands-on assistance, and users may call the service desk to troubleshoot their problems. These calls are golden opportunities to better understand both user needs and their personas. Listen closely to their frustrations, struggles, and the way they describe their issues — it’s direct insight into how users interact with your product.
I always enter these calls with one specific assumption or question I want to test, whether it’s confirming an earlier hypothesis or validating part of the user experience. However, not every call is an opportunity for discovery. If the user is frustrated or in a rush, it might not be the best time to probe deeper, and that’s okay. But when the opportunity presents itself, grab it.
4. Analyze User Behavior with Analytics
While it’s important to talk to users directly, data analytics can also provide powerful insights when user access is limited. Tools like Google Analytics, PostHog, or in-app usage analytics can reveal how users are actually interacting with your product. By tracking metrics you can identify friction areas or features that are underutilized.
For example, we had a client in our trial environment who kept encountering an error. By tracking this issue, we were able to take a proactive approach and reach out for clarification. It turned out they were trying to perform a task that wasn’t yet possible in the tool. Being agile, we discussed their goal, recognized it as a potential opportunity for other clients, and quickly built the feature. In the end, they not only resolved their issue but signed on as a client!
5. Use Webinars to Engage Users
In our case, we regularly host webinars that include extensive product demos. These events present a fantastic opportunity to engage with users. The live format also allows for spontaneous questions, giving you insights into real-time reactions and how potential users perceive your product.
6. Gathering Feedback from Lost Opportunities
It’s important to recognize that not every potential client will become a signed deal, but that doesn’t mean the interaction was a failure. In fact, losing a client can be just as valuable as winning one — if you know how to learn from the experience. To capitalize on this, we introduced a small survey to clients who decided to go with a competitor. This gave them a chance to share why they chose someone else, providing us with vital insights for improvement.
Rather than blaming the client, we view this feedback as an opportunity to understand the gaps in our offering. Sometimes, it’s because a competitor is ahead of us in terms of features — like having a particular function we lack. Other times, the reasons might be unrelated to our product, like the client not being ready for significant change management or facing budget constraints. Regardless of the reason, these insights have helped us refine our product roadmap and identify areas for growth, ensuring we remain competitive in the market.
Conclusion: Never Accept a “No” to Talking With Users
Just because direct access to users can be challenging doesn’t mean you should take “no” for an answer. There are always ways to get creative and tap into less obvious sources of insights. From observing sales demos and joining support calls, to analyzing service desk tickets and leveraging analytics, there’s a wealth of information waiting to be discovered.
It may take some innovation, but even in situations where traditional user research isn’t feasible, there are still plenty of avenues to explore. So next time someone tells you it’s impossible to gather user insights, remind them that there’s always a way — if you’re willing to dig a little deeper.
I’ve shared some of the techniques that have worked for me, but I’m always curious to learn more. How do you gather insights when direct user access isn’t an option? Feel free to share your strategies — I’d love to hear about the innovative ways others are overcoming this challenge!
