Donate
Back to Product Management Professional Certificate
Sign in to save your progress and earn a certificate.

Module 2: Customer Discovery & User Research

Learning Objectives
  • Conduct an effective user interview
  • Distinguish stated preferences from underlying needs
  • Avoid leading questions that bias research findings

Customers often struggle to describe the solution they need, even when they can clearly describe their pain; Henry Ford's famous line that customers would have asked for "a faster horse" captures why discovery focuses on problems, not requested features. A good user interview asks open-ended questions about past behavior ("walk me through the last time you tried to do X") rather than hypothetical future behavior ("would you use a feature that does Y"), because people are unreliable predictors of their own future actions but far more accurate describing what they've actually done. You will learn to avoid leading questions, which subtly suggest the answer you want to hear, and to recognize the difference between a stated preference ("I want a dashboard") and the underlying need it may be masking ("I need to know quickly if something is going wrong").

Module Quiz

1. A leading question in user research is problematic because it:

2. Why is asking about a user's past behavior generally more reliable than asking about hypothetical future behavior?

3. If a user says 'I want a dashboard,' a skilled PM would most likely: