Ask about the last real event
Ask the person to describe the last time the problem arose. Where were they? What did they use? Which step took effort? What did it cost them? Listen before showing your idea. A story about past behaviour offers more context than a low-stakes promise to buy something in the future.
Recruit for the use case
Separate friends, experts and actual users in your notes. Each can help, but they do not provide the same kind of evidence. For example, a weekend camper and a long-distance hiker may make different trade-offs on weight, battery life and repair. Record the context instead of merging their answers into one average user.
Let the demo reveal confusion
Give the user a task, then show the prototype. See what they understand without a guided sales pitch. For a desktop scanner, ask which control they would use next. Do not operate every step for them. Record pauses and questions before explaining why the design works that way.
Report patterns, not compliments
Use separate columns for quotes, observed actions and your interpretation. A repeated question may suggest a clearer demo or page section. It does not prove market size or future sales. Keep contrary views and explain when they apply. End the review with one assumption to test, rather than a collection of flattering quotes.
Put this into practice
- Define one use case and who can speak from experience.
- Ask about past actions before showing the product; get consent for recording.
- Turn the main point of confusion into your next test.
