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You’re going to do some form of this exercise repeatedly throughout your product’s life. Iterative interviewing and pattern spotting is one of the most important skills you can develop as a good product manager or designer. It helps you quickly develop a better understanding of your user, which will make all of your product decisions easier and better informed.

Debriefing after each session and separating problems from observations is an easy way of collecting and organizing the data you’re gathering as you go, so you’re not stuck with analyzing dozens of hours of interviews at the end of the process. This can shorten your research time dramatically.

Keeping your initial sample size small also helps you get insights from your research sooner. While you might end up interviewing dozens or even hundreds of potential users before you see strong enough problem patterns, by doing it in batches of five at a time, it allows you to quickly test whether the patterns you’re spotting are predictable.

Don’t feel like all work on your product needs to halt while you spend months on user research. Once you’re in the habit of this sort of research, talking to four or five users a week simply becomes part of your process. It’s not something that you only do at the beginning of building a product. It’s something that you’ll do throughout the life of your product. The only things you’ll change are the types of questions you ask. We’ll get into some of the different types of questions you might want to ask later in Chapters 3, “Do Better Research” and 4, “Listen Better.”

EXERCISE