Learning objectives :

• Define user research with clear objectives to ask the right questions before launching a product or service
• Crafting interview questions that elicit truly useful answers without skewing the results
• Summarize and present user insights to a business audience to inform better decisions

Course :

Session 1: Defining the Scope of Your User Research
Many user research projects fail before they even begin: they lack a clear scope. What hypotheses do you want to validate or invalidate? What don’t you know yet about your users? This session provides participants with a method for defining the scope before interviewing anyone.

Case Study Example : Starting with a specific project or product, formulate 3 or 4 research questions that will frame the investigation, and identify the implicit assumptions the team makes about its users without ever having tested them.

Session 2: Crafting the Right Questions to Ask
The quality of user research depends almost entirely on the quality of the questions asked. One word too many, a closed-ended question, or a leading question—and the answer is worthless. This session focuses directly on developing this skill: learning to write questions that truly get users to open up.

Case Study : Draft a set of interview questions based on your research objectives, submit them to a peer to identify phrasing that might skew the responses, and rephrase them to improve their neutrality and depth.

Session 3: Synthesizing and Presenting Your Findings
Understanding your users is one thing. Convincing decision-makers—who think in terms of ROI, metrics, and business trade-offs—to take those insights into account is quite another. This session teaches participants how to translate user insights into actionable recommendations for a business audience.

Case Study : Summarize the results of real or simulated user research, reframe them as actionable recommendations for a decision-maker, and present them persuasively to a business audience while anticipating common objections such as "But is this statistically representative?"