Turning talk into action: make every user interview count
I’ve met numerous founders who proudly share how they’ve spoken to dozens, even hundreds of potential users to gather feedback on their business ideas or products.
Their dedication to understanding their users is truly inspiring and reflects a deep commitment to building something meaningful.
Through these conversations, many founders encounter an exciting yet challenging opportunity: how to define the right feature set and translate diverse user insights into a clear and cohesive product experience.
While this process can sometimes feel overwhelming, it also holds incredible potential when approached with a simple yet powerful question: Why?
Starting with “Why” helps founders focus their efforts and uncover the true purpose behind their user research.
By clearly articulating why they’re engaging with users, what specific problems they want to solve, and how these insights connect to their broader business goals, founders can turn raw feedback into actionable, strategic insights that drive their vision forward.
Understanding the strategic foundation
Before diving into user interviews, establishing a solid strategic foundation is essential. The key lies in approaching a user research project with clear objectives and methodology. Start by defining your research scope and creating a research plan that outlines your key objectives, timeline, and expected outcomes. Consider what success looks like for your specific product stage and how these insights will influence your decision-making process.
Common challenges and solutions
User research is essential for building a product that resonates, but it comes with challenges. Here are common hurdles founders face and practical ways to overcome them:
1. Quality over quantity in participant selection
It’s tempting to gather feedback from as many people as possible, but focusing on 10–15 participants who closely align with your ideal customer profile is far more effective. These individuals offer targeted insights that reflect the needs of your core audience, helping you avoid being distracted by irrelevant feedback.
Tip: Use user archetypes to identify and recruit participants who truly represent your target market.
2. Structuring questions
The way you frame questions can shape the quality of feedback. Open-ended questions encourage thoughtful responses, while leading questions can bias your results. For example, instead of asking, “Do you like this feature?” ask, “How would this feature fit into your workflow?”
Tip: Stick to a consistent interview framework to ensure your questions are purposeful and aligned with your goals.
3. Managing bias
As a founder, it’s easy to let your assumptions influence how you interpret feedback. To mitigate this, document user feedback verbatim and use standardised criteria for evaluation. This ensures decisions are based on facts, not personal preferences.
Tip: Bring in a neutral third party to review findings for an unbiased perspective.
4. Consistent documentation
Disorganised notes or scattered insights make it difficult to identify patterns. Record interviews (with consent), use structured templates, and centralise findings in a shared repository. This allows you to track recurring themes and ensures alignment across your team.
Tip: Tools like Miro or Figma can help keep your insights well-organised.
5. Turning data into actionable insights
Raw feedback needs to be transformed into action items. Group responses into recurring themes, prioritise based on impact, and create a clear plan with timelines.
Tip: Use simple frameworks like affinity mapping to quickly organise and prioritise insights.
By addressing these challenges thoughtfully, you can turn user research into a powerful tool for creating products that solve real problems and delight your users.
Keep building - you’ve got this!
Drop me an email if these tips helped or if you have your own strategies - I’d love to hear how you’re getting on!