🗒️ Interviewing Users with Steve Portigal

User research is essential to building great products, but the way we approach it has evolved significantly. In a recent conversation with Steve Portigal, veteran user researcher and author of Interviewing Users, the UX Podcast explored the shifting landscape of user research, the challenges in-house teams face, and how founders and product managers can apply these insights to create better products.

While great UX researchers are invaluable, it’s risky to assume a well-meaning product manager can fully replace them. That said, PMs with a solid grasp of UX can drive better outcomes when collaborating with UXR. Below are key insights from Steve’s 25+ years of experience and his reflections on the second edition of his book.

🎙️ Listen to the full episode here

📆 Published: May 31st, 2024

🕒 Estimated Reading Time: 4 mins. Time saved: 30 mins🔥

🛠️ The Evolution of User Research: From Consultants to In-House Teams

Over the past decade, user research has shifted from being the domain of external consultants to becoming a core function within organisations. Steve highlights how this shift has brought about new roles, such as research leadership and ResearchOps, and a greater emphasis on collaboration and organisational impact.

In-house teams now face unique challenges, such as maintaining institutional memory, managing long-term user relationships, and ensuring research findings influence decision-making. At the same time, the rise of "People Who Do Research" (PWDR)—non-researchers conducting research—has democratised the practice, but also introduced new complexities.

Key Takeaways for Founders and PMs:

• Build a culture of research within your organisation by empowering both dedicated researchers and PWDRs.

• Invest in ResearchOps to streamline processes like compliance, data storage, and participant consent.

• Ensure research findings are actionable and influence product decisions.

📊 New Frontiers: Analysis, Synthesis, and Organisational Impact

The second edition of his book, Interviewing Users, introduces two new chapters: one on analysing and synthesising research data, and another on driving organisational impact. Steve explains that while the fundamentals of interviewing remain timeless, the context in which research is conducted has changed.

For founders and PMs, this means going beyond just collecting data. It’s about turning insights into actionable strategies and ensuring those insights resonate across the organisation.

Key Takeaways for Founders and PMs:

• Prioritise analysis and synthesis to extract meaningful insights from research data.

• Focus on how research findings can drive change within your organisation.

• Collaborate with stakeholders to ensure research aligns with business goals.

🤔 Embracing Mistakes and the Human Side of Research

One of Steve’s most profound reflections is the importance of accepting mistakes in user research. Interviewing is inherently messy—there’s no perfect script or formula. Instead, it’s about navigating the unknown, learning from missteps, and building confidence over time.

Steve emphasises that researchers (and those conducting research) should forgive themselves for mistakes and focus on improving their craft.

Key Takeaways for Founders and PMs:

• Accept that mistakes are part of the research process and use them as learning opportunities.

• Approach interviews as explorations rather than rigid processes.

• Build confidence by practicing and reflecting on your research experiences.

🔒 Privacy, GDPR, and the Rise of ResearchOps

The growing awareness of privacy and regulations like GDPR has transformed how user research is conducted. Steve highlights how organisations are now adopting more rigorous consent processes and creative solutions to ensure participants feel safe and informed.

For example, Sesame Workshop created Muppet videos to explain consent in low-literacy environments—a brilliant example of combining creativity with compliance. ResearchOps plays a critical role here, helping organisations manage the operational aspects of research while maintaining ethical standards.

Key Takeaways for Founders and PMs:

• Ensure your consent processes are clear, user-friendly, and compliant with regulations.

• Partner with legal and compliance teams to create research workflows that align with organisational needs.

• Explore creative ways to make operational processes more human-centred.

🔮 The Future of User Research: Democratisation and Resilience

Looking ahead, Steve predicts that user research will continue to evolve, with a focus on democratisation and broader exposure to research practices. While there’s anxiety in the field due to layoffs and organisational changes, the need for user research remains strong.

Steve believes that understanding and caring for users will always be central to successful product development. For PMs, this means ensuring that everyone—from developers to executives—has exposure to user research and its value.

Key Takeaways for Founders and PMs:

• Advocate for user research as a critical part of product development.

• Provide opportunities for your team to observe and participate in research sessions.

• Stay resilient and adaptable in the face of industry changes.

🚀 Final Thoughts: Building a Research-Driven Culture

Steve Portigal’s insights remind us that user research is not just about asking questions—it’s about building a culture of curiosity, empathy, and continuous learning. For founders and product managers, this means embedding research into the DNA of your organisation and ensuring it drives meaningful impact.

As Steve puts it, “Understanding and caring for the human aspect of people is what will win out in the long term.”

🎙️ Listen to the full episode here