These Loud Opinions May Hinder Your Innovation.

When it comes to finding valuable user insights:

Don't overlook the THESE voices.

We are so habituated to the loud, shiny, and imposing. That we often miss the small, subdued, and subtle.

Which is why focus groups tend to drown out the QUIETER voices.

Louder opinions tend to dominate and shift the majority opinion. 

This can bias the results.

So, remember this.

It’s not just about what people say; it’s about finding deeper truths. And these truths are often unsaid.

This is why we should pay special attention to the quiet ones in the group.

It’s often the introspective folks, that when given enough space, will articulate a key insight.

For this reason, it’s best to interview users one-on-one.

Yet sometimes only a group will do.

When this is the case, plan for bias toward the vocal.

Do this instead:

↳ Hold some space...

↳ Create some room...

↳ Open the door...

For the quiet ones.