In my last article, I explained the critical importance of user research for businesses and shared a recent project example.

For our partner MilkMate, investing in user research early in the product development process not only provided a way to understand how well their product met a customer’s needs and desires, but also offered insights into how to improve the product and strategize for future growth, setting up the company for long-term success. (Read more about our work with MilkMate here.)

Now that we’ve established the value of user research, let’s talk about how to do it right.

While qualitative interviews can seem like a simple discussion with users, there are some tips and tricks to digging deep for insights and helping users feel comfortable with sharing and expanding on their thoughts.

1. Establish comfort and rapport with the user.

Knowing we were discussing a subject that was very emotional and vulnerable (for both working mothers and HR managers), it was important to make the discussion as conversational as possible. Part of facilitating an interview is keeping track of time, but as moderators, we walk a fine line between making sure our users are being heard while checking off topics on our discussion guide. At the beginning of interviews, I often like to remind users that I may need to cut them off, not because what they are saying isn’t important, but because I want to honor the schedule and respect their time.

2. The participant is always right.

We also like to remind participants, both at the beginning of the first interview and as we continue the conversation, sometimes days or weeks later, that whatever they tell us is the right answer. They are the experts, and we are here to learn from them.

3. Listen actively.

Part of the art of facilitating is probing or asking follow-up questions based on what the participant is saying. This tells the participant you are really listening to them and interested in what they have to say. It also allows you to dig deeper into their reasons for feeling a certain way.

4. Try to avoid “why."

Sometimes, as a moderator, you have to start a follow-up question with “why.” But as a moderator, I try to avoid starting questions with this word simply because I don’t want to make a participant feel they need to have a reason. Instead, I try to ask more pointed questions about what I’m trying to learn.

For example, I might say, “What makes scheduling a time to pump in the app difficult?” rather than “Why is scheduling a time to pump difficult?” Or I might say, “What would you change about the chair to make it more comfortable for you?” rather than, “Why is the chair uncomfortable?”

5. Allow the client to ask questions.

To make the session as useful as possible to the Milkmate team, we made room for our client to ask follow-up questions between each session. I made note of the clients’ questions. Then, as our interviews with study participants continued, I modified our discussion guide to include any particularly helpful questions.

6. Write down quotes.

During our interviews for this study, we had a few observers in the back room. Among the observers’ tasks was to note any colorful quotes from participants during the interview. One of the challenges with qualitative research can be achieving trust in the research data when your sample size is low. Having great participant quotes or short video clips can help establish credibility and create empathy with your client, especially if the client is unable to attend the interviews themselves.

7. Schedule time for debriefs.

Between interviews, we made time for 10–15-minute debriefs with our client. On days when our schedule was particularly tight, we had a single debrief discussion halfway through our scheduled interviews for the day. Debriefs are a great way to check in with the client and your observers and get feedback on how the sessions are going, what is working, and what needs to be changed. Debriefs can be very helpful as you synthesize your findings and develop the insights your client needs to sell the story of their product.

Qualitative user research is more than just asking questions—it's about creating a space where participants feel heard, insights flow naturally, and your client’s product vision becomes clearer.

By applying these tips, you can dig deeper into user perspectives, foster meaningful conversations, and uncover the insights that drive impactful product decisions.