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It sounds simple: If you want to make sure that your product or service meets your users’ needs, talk to them. When your team is small, lean, and nimble, that’s easy enough. But once your business begins to scale — with the complexity of your product or service alongside it — the more important it becomes to be systematic and intentional about user research.

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This post was written by James Shield, senior producer for Stories of Our Times, a daily news podcast from The Times and The Sunday Times of London. It was originally published on his blog and is republished here with permission.