Talking directly to users is the most powerful way to uncover their real needs and pain points. User interviews reveal not just what people say they want, but the underlying problems they're trying to solve. Many product teams skip this step and rely on assumptions, but nothing replaces a genuine conversation with the people who will use your product.

When conducting effective user interviews, focus on:

• Creating a comfortable environment where users feel safe sharing honest feedback
• Asking open-ended questions that encourage detailed responses
• Listening more than you speak — aim for an 80/20 ratio in favor of the user talking
• Avoiding leading questions that suggest desired answers
• Capturing both verbal feedback and emotional reactions^[1]

Pay attention to both what users say and how they say it. Their tone, hesitations, and body language often reveal emotional connections to certain problems. These emotional indicators help identify which pain points matter most and deserve your attention first.

Remember that users may not always be able to articulate exactly what they need. Your job is to listen for the problems behind their feature requests and suggestions. Someone asking for a specific solution might actually be revealing a deeper problem that could be solved in various ways.^[2]