Erika Hall

In addition to, or instead of, direct access to the customer service people, get hold of the inbound support requests. This will be a fantastic source of insights into the ways different types of customers think about their needs and

You don’t just want insights; you also want a way to put those insights back into the product.

It’s very helpful to have a clear idea of how product and marketing decisions are made in your company

When you’re discussing the initial design and development of your product, discuss the role of research with the team. Document and review assumptions to identify the areas in which doing some research might be the most beneficial. Get some early agreement on how research will be involved, keep track of your assumptions, and adopt a skeptical point of view