Many teams postpone research until the problem becomes obvious. Here are the signals worth noticing earlier.
1. Conversion is dropping and analytics does not show why. 2. Support keeps getting the same questions about how to use the product. 3. New features launch, but almost nobody uses them.
4. The team cannot agree on what matters most to users. 5. You are entering a new segment or region and do not know its habits.
Even 6–8 in-depth interviews or usability tests provide enough material to see the main barriers and set priorities.
