If you are going to meet with users and do some qualitative research then I hope you have had it drilled in to you to carefully construct an interview guide. Now, I ask you to remember that lesson, but throw away the interview guide!

It seems almost sacrilegious to say it, but I think it is really important to maintain significant caution around data obtained from user feedback, testing or group discussions. Too often I hear people proudly say that all their design decisions are based on feedback from users, or one hears leadership