The guiding principle for research is, “live in your user’s reality.” Every product has a user — whether it’s a consumer, another business, or an engineer utilizing an API. The things that matter to you, such as hitting project deadlines, managing the product backlog, or balancing the profit and loss statement, do not matter at all to them. Your users have their own set of priorities, needs, and concerns, the most critical of which might not seem directly related to their interactions with your product.
