User Research & Discovery
Why Discovery Matters
Discovery reduces uncertainty. Every assumption about users is a risk until validated. Continuous discovery — not a one-time activity — separates great product teams from feature factories.
Research Methods
Qualitative
| Method | Best For | Effort |
|---|---|---|
| User Interviews | Deep understanding of needs, pain points, behaviour | High |
| Contextual Inquiry | Observing users in their natural environment | High |
| Diary Studies | Longitudinal behaviour and habits | Medium |
| Usability Testing | Identifying friction in existing flows | Medium |
Quantitative
| Method | Best For | Effort |
|---|---|---|
| Surveys | Broad pattern recognition, satisfaction scores | Low |
| Analytics | Behavioural data, funnel analysis, retention | Medium |
| A/B Testing | Causal impact of changes | High |
| NPS / CES | Sentiment tracking over time | Low |
The Continuous Discovery Habit
Teresa Torres’ continuous discovery framework:
- Outcome-based — Start with desired outcomes, not features
- Weekly cadence — Small research activities every week
- Opportunity mapping — Map user needs, pain points, and desires
Interview Best Practices
- Ask open-ended questions (“Tell me about the last time you…”)
- Listen more than you speak (80/20 rule)
- Avoid leading questions (“Wouldn’t it be great if…”)
- Look for jobs to be done — what is the user hiring your product for?
- Synthesise findings using affinity mapping
Jobs to Be Done (JTBD)
JTBD focuses on the progress a user is trying to make in a given circumstance, not on the user themselves or the product features.
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” — Theodore Levitt