Avoiding biases

When talking to your users, you need to be neutral. You need to avoid leading questions in order to get reliable information. If you ask "Do you think the text is too big?", you would influence the user answer toward the negative aspects of the product.

Users also come with their own biases. You may find users who have a tendency to agree or be nice, and may not be comfortable with sharing negative feedback. You should ensure that the users are comfortable and relaxed.

Users are not good at predicting their future behavior. You should not ask for their opinion on a feature; making questions about past activities helps get the answers connected to the existing behavior. For example, instead of asking how often they would travel if your app was available, you can ask how often they traveled last year or how many times they considered doing so but didn't.