What Users Ask For Isn’t Always What They Need
One of the most common pieces of product advice is: “Just ask users what they want.” It sounds reasonable, but it rarely works. Not because users are wrong or unclear, but because real needs, motivations, and frustrations often lie beneath the surface. If we want to build the right product, we have to dig deeper than just direct answers.
Why Classic Feedback Often Falls Short
Users tend to speak in features, not problems. They request “real-time notifications” or “dark mode” - but rarely explain why. Are they missing critical updates? Getting eye strain in low light? If you build what they ask for without probing further, you risk solving the wrong problem.
Worse, users often don’t request what they genuinely need because they may not even realize it’s possible. These are latent needs-real but hidden. That’s where innovation resides. And it’s never uncovered through a simple survey.
So, How Do We Discover What Users Need?
First, stop asking and start observing. Ethnographic and contextual research allow you to see how users behave in their natural environments. Where do they take shortcuts? What causes frustration? What tools do they cobble together? Watch people resolve problems without your product - that’s where new opportunities appear.
Next, analyze the data. Where do users spend their time? Where do they drop off? What actions do they repeat, abandon, or never discover? Behavioral data reveals the gap between what users say and what they do. That gap is valuable.
Combine qualitative insights with quantitative patterns to see the full picture. User feedback remains important - but only when considered within the context of behavior and unspoken needs.
The best products aren’t created by simply taking requests. They’re developed by decoding reality - by observing, listening, and analyzing. Then, you offer a solution better than users imagined. Innovation happens when you solve a problem they feel but can’t quite articulate.
