How To Actually Get Your Users To Be Honest With You...
Getting impactful, honest feedback in user interviews is crucial for building tools that truly resonate. At Kumo Study, we’ve refined our approach to make sure we capture insights that reflect our users' real needs and experiences, especially since we’re working primarily with students with ADHD. One of the biggest challenges in these interviews is getting users to be fully honest. While students are generally enthusiastic to help, face-to-face conversations often lead to "sugar-coating," where they may withhold or soften their criticisms. This can stem from not wanting to hurt our feelings or from hesitance to give tough feedback, which ultimately limits our understanding of their actual experiences with Kumo Study. Finding ways to bridge this honesty gap has become essential.
The "5 Why’s" technique, commonly used to identify the root of a problem, often proves insightful, but working with students with ADHD requires a slightly different approach.
Extended probing can quickly become frustrating for them, so if the interview isn’t quick and engaging, we risk losing their interest or receiving shallow answers to end the interview. We have often found relating the questions back to their personal goals and aspirations helps keep them engaged and open. It’s about tailoring the process to fit the needs of our audience while still gathering the insights necessary for improving our product.
Interestingly, I have found using voice memos as a “pre-interview” stage has been one of the most effective tools for capturing unfiltered feedback. Users are generally more direct in voice memos than they are in live conversations, likely due to the psychological buffer provided by not seeing our immediate reactions. This buffer helps reduce any anxiety they may feel about giving "negative" feedback. Additionally, voice memos offer users the flexibility to respond when they’re ready, allowing their responses to feel more natural and less pressured. After receiving a voice memo, we make a point of expressing our appreciation for their honesty, reinforcing the fact that open feedback is valuable to us. Acknowledging this candour creates an atmosphere of trust and encourages users to share even more openly in future sessions.
Following the analysis of their voice memo, we then can put together a range of questions for the next meeting. These questions are always way more direct and thought out – as we are already past the first, more standard stage of questions. Then, when we sit down with that student, the interview itself feels more functional – both for the user and the Kumo team.
Another effective technique has been leveraging the endowment effect — making users feel invested in the project by involving them in the development process. We regularly show users how their feedback influences our progress by sharing updates on our design and feedback process. When users see their suggestions reflected in affinity mapping, wireframing, and other user feedback processes, they realise how essential their honest feedback is to the development of Kumo Study. This sense of ownership not only boosts their commitment but also encourages them to be honest and even critical, knowing that it ultimately benefits the product and the community we’re building.
Finally, we’ve found that personalised follow-ups add a layer of connection that resonates well. After each feedback session, we share a brief summary of how their feedback is helping shape Kumo Study’s development. This small but meaningful touch reinforces the value of their input and makes them feel like an integral part of our journey. It’s not just about gathering feedback; it’s about creating a partnership with our users, where they feel directly involved in shaping a tool that truly supports their needs. This collaboration is what drives Kumo Study forward, ensuring every decision is centred around our users.