• 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
• 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
• 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
• 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
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