There are some clear indicators that show you may need to do user research.
You have no good idea about what your audience does, thinks or prefers.
You are about to develop a new product or service.
The amount of time and effort needed is too much to be wasted.
You have a need to test new ideas, assumptions, concepts or prototypes.
You want to evaluate and change an existing product or service you are offering.
When you are totally in touch with your audience, you may not need to do research
For example, when you are serving coffee and cakes locally and you are in touch with your customers on a daily basis. You trial-and-error with different menu’s and you know what your clients like and don’t like. Your research is pretty much embedded in your day-to-day operations. The proof is literally in the pudding.
Whenever there is a knowledge gap or a need for feedback, strongly consider research
For example, when you have a unique product and you no longer have a clear view on what your (potential) clients value. You aspire to introduce some new products or upgrades, but you are uncertain of their added value to clients. You should consider exploring what your clients need, what issues they face and to study how you could improve their lives.
In the following post we will look into good moments to do research in developing products or services.