You want to learn about what's already in their heads. You want to avoid putting things there.

People who are using your product and putting up with all these issues, means that they are not actually the biggest problems.

That's actually one of the most disappointing things about doing user interviews and user feedback, which is why I think... people don't do it. You're going to get negative news about your favorite pet feature most of the time.

The instant they say something you don't expect or already know, you should drop into detective mode.

Users think they know what they want, but you get the horseless carriage effect where you're getting asked for a faster horse.

This is true for most new products. The majority of people you're competing with are non-users. They are people who have never used your service before. And what they say is actually the most important. What they say is the thing that blocks you from expanding the size of your market with your features.

If you just talk to who's easy to talk to, you're not really getting the best data.