Users Own the Present. You Own the Future (6 minute read) (opens in new tab)

Smart users often provide convincing but wrong solutions because they're trained to always have answers, especially executives from consulting or finance backgrounds. User research should focus on understanding underlying needs rather than stated wants - when someone says they want ice cream, they actually need to cool down, which opens up many more solution possibilities. Analytics alone can't protect teams from bad user research, as the same problems that affect interviews also impact how m...