Ask open-ended questions. There is an art to user research. The goal is getting people to open up and share relevant information about themselves without leading them into answers. One technique that helps is to ask open-ended questions—questions that require more than a single word answer. Open-ended questions begin with words like “why” and “how.” Avoid starting questions with words like “did” or “was.” When in doubt, employ this powerful one-word sentence: “Why?”
