User research is about the user and not your product. At the initial stage, the goal is not to get users but to get learning about users. Vision - e.g. helping busy teachers in classroom activities Framing - tell them if you have a product to sell Weakness - tell them about the product, this shows one has done the basic research Pedestal - Show how the user is uniquely positioned to help Ask - ask for the help When the customer feedback is all over the map, you cannot extract value.