The document provides guidance on conducting user research and understanding target audiences. It advises that people will often simplify or misinterpret others' motivations and problems. Researchers should directly observe users through methods like field studies in order to understand needs, habits, and contexts rather than relying on users to articulate what they want. The document outlines steps for effective user research including identifying targets, writing a recruiting plan, conducting open-ended interviews with 90% listening, and focusing on gathering insights rather than selling or leading questions.

11. • you are just a small part of your
potential audience
• it is hard to analyse yourself
• we tend to simplify others and
their motivation and goals;
• we often misinterpret problems of
others
You are not your target audience

15. • they will tell what you want to hear
• or something they would like to
think about themselves
• they can’t want something that
they can’t imagine
• there is a risk that ideas you will
get will be limited by the
imagination of others
Never ask people what they want

16. • get to know needs and priorities of
your customers
• understand the physical contexts
for your product
• understand social connections,
family and friends relationship
• understand their habits and
behaviour
Get to know your users

21. Articulate your hypotheses and goals

23. Identify who you want to talk to

24. Write a recruiting screener

27. James&Lo)on,&42&
Derek&Hanson,&35&
Brandy'Rubin,'19'
Molly'Symmonds,'39'
Racquel'Malone,'26'

28. • take notes
• smile
• ask open-ended questions
• get their story
• shut up and listen
• don’t talk about your
product
• ask about future behaviour
• sell
• ask leading questions
90% listening
10% talking

31. 10 min, 1 idea per sticker
• What I heard
• What I saw
• What stood out