Eric Migicovsky - How to Talk to Users

YC Partner Eric Migicovsky outlines a framework for asking questions and collecting feedback from your users.

00:00:00 Introduction
00:00:27 Best founders maintain a direct connection to users
00:02:03 Write code and talk to users
00:02:43 The Mom Test book - Three common errors when conducting user interviews
00:03:22 1. Talk about their life, not your idea
00:03:58 2. Talk specifics, not hypotheticals
00:05:16 3. Listen, don’t talk
00:05:56 Five great questions that everyone can ask during their early customer interviews
00:06:05 1. What is the hardest part about [doing this thing]?
00:08:16 2. When is the last time you encountered this problem?
00:09:15 3. Why was this hard?
00:11:14 4. What, if anything, have you done to solve this problem?
00:13:06 5. What don’t you love about the solution you already tried?
00:14:16 Three critical phases to a early-stage company – Talking to users is extremely beneficial
00:14:58 1.1. Idea stage - Find first users with problem
00:18:08 1.2. Idea stage – Tips
00:19:30 2.1. Prototype stage - Identify your best first customer
00:20:01 2.2. Prototype stage – Framework to identify your best first customer
00:28:24 3.2 Launched stage – Tips
00:30:55 conclusion

[chapterme]

Chapters (Powered by ChapterMe) -
00:00:00 Eric Introduction
00:00:27 Best founders – direct connection to users
00:02:03 Core of YC teaching – Write code and talk to users
00:02:43 The Mom Test book - Three common errors when conducting user interviews
00:03:22 1. Talk about their life, not your idea
00:03:58 2. Talk specifics, not hypotheticals
00:05:16 3. Listen, don’t talk
00:05:56 Five great questions that everyone can ask during their early customer interviews
00:06:05 1. What is the hardest part about [doing this thing]?
00:08:16 2. When is the last time you encountered this problem?
00:09:15 3. Why was this hard?
00:11:14 4. What, if anything, have you done to solve this problem?
00:13:06 5. What don’t you love about the solution you already tried?
00:14:16 Three critical phases to a early-stage company – Talking to users is extremely beneficial
00:14:58 1.1. Idea stage - Find first users with problem
00:18:08 1.2. Tips: Idea stage
00:19:30 2.1. Prototype stage - Identify your best first customer
00:20:01 2.2. Prototype stage – Framework to identify your best first customer
00:25:21 3.1. Launched stage – Superhuman Product-Market Fit Engine
00:28:24 3.2 Tips: Launched stage

[tradfluteman]

This is probably the most important YC video of all... it's not easy, but if you doggedly follow Eric's advice you will succeed somewhere. It is what startups have at their disposal that comes closest to a scientific method for product development.

[Powaup]

The 5 questions to ask a user:
1. What's the hardest thing about [doing this thing]?
2. Tell me about the last time you encountered that problem...
3. Why was that hard?
4. What, if anything, have you done to try to solve the problem?
5. What don't you love about the solutions you've tried

[rupamkundu]

This is probably one of the best videos on YouTube. Thank you YC for making such an insightful video. The learnings from this video provide a scientific approach to product development and startup building and if followed diligently has a high probability of making any startup successful.

[javiasilis]

I live by that book (The Mom Test), I can strongly recommend it as well. I found it so revealing, that I remember I managed to get a free copy from a website, I read a chapter, I went to amazon and bought the book.



Don't just go through it, analyze it, slice it, and study it.

[DarleneTechTips]

I just applied this advice here the next day after watching this and am getting amazing feedback from the users I spoke to. Awesome!

[relika-zopenyourmindtheess]

Developing a strategy for user research is an essential component for success. Thank you for giving us a clear path to start the process!

[jasoncheung]

Great talk.

After a couple user interviews in which I've asked the 5 questions mentioned in this talk, I've found that before doing so in a user interview, it's critical to first understand if the problem you've decided to solve is even a problem at all for the kinds of users you're targeting.

Asking questions like "how painful is problem X" or "have you ever experienced the pain of problem X" are useful starting points.

If your user gives an answer that makes you think that he/she does not view the problem as painful, you may have either chosen a problem that isn't really a problem in the grand of scheme of things or the wrong kinds of users to go after.

[WillyMakend]

This is genius, Explained in very simple words! Thank

[angcil]

I'm building a new start-up venture atm and i'm in this phase of user interview, very useful! thanks!

[antitroll]

Well structured speech with great key points. Thx 👏

[daffodilvr]

İ am Vugar. CEO of 4You. Came here from CAREC University startup program. Thats really informative and useful. Thanks

[RafCenterMyself]

That was absolutely amazing! Thank you! It will help us a lot!

[andrewmakasini]

Most informative video of YC2019 Summer. Thanks!

[andres.carabajal]

Super clear! Great info to make our google form!

[DAHUAChinese]

Very very informative and important for my startup! Thanks for sharing!

[victorjo]

Very interesting and informative. Thank you YC.

[ingles.para.programadores]

So much value in this video, thank you.

[Yunkixa]

I learned something new today 🤗 very detailed and explained well.

[GrowWithWill]

The question on “Tell me...” is huge. I love this stem for so many reasons. It’s open ended enough you’ll get many nuggets from your users.