User Research

Core Principles

Great user research produces not just data, but decision-grade insights. These principles underpin every effective research practice:

Research without action is entertainment. Every study should end with a clear "so what" — actionable recommendations that change what you build or how you build it.
Bias is always present. The best you can do is name it, design around it, and account for it in your analysis. Common biases: confirmation bias, interviewer bias, selection bias, social desirability bias.
Quality over quantity. Five well-recruited, well-moderated interviews produce more insight than fifty poorly run surveys. Depth beats breadth for generative work.
Triangulate methods. No single method tells the whole story. Combine qualitative (what people say/do) with quantitative (how many, how often) for robust insights.
Participant comfort is paramount. Research participants are giving you their time, attention, and vulnerability. Respect that. Make them feel safe, valued, and heard.
Share raw data, not just summaries. Teams make better decisions when they can watch recordings, read transcripts, and see patterns themselves. Don't gatekeep the data.
Research is a team sport. Invite engineers, designers, and PMs to observe sessions. Direct exposure to users builds empathy and conviction that second-hand reports cannot match.