UX Research - Learning from your customers

The goal of user experience research is to prioritize the user, and help bridge the gap between what a business thinks the user needs and what the user actually needs, before an expensive and time-consuming product is made.

Learn how to properly talk to customers so you can learn more from them.  This book is geared towards startups that are building a new product or service, but the concepts apply equally to established businesses that are interested in pursuing new markets or new products.