customer interviews

“And I think that's a really big mistake that teams make. Is they, both in their prototype tests and in their interviews, they focus on what people would do, on what people think, on why they think they do something, and it's all really unreliable. It's a garba…”

“Your brain will come up with a fast answer, but that answer doesn't necessarily reflect your behavior. And it misses context and nuance.”

“I can use my intuition From the hundred interviews I've already done, I don't need to do one more interview, and that is a very tempting lie to tell yourself, because the world is changing, their lives are changing, and you need to constantly be exposed to th…”