Lean Into the Silence —The Power of Listening

Hi there,

Last week, we talked about asking the right questions. But even the best questions won’t take you very far if you’re not truly listening.

In research, we’re often in a rush to fit in as many questions as possible. We’re conscious of our customers’ time, so we stack the deck—trying to gather it all in one go. But here’s the paradox: fewer questions, combined with leaning into the conversation is far more effective.

Some people think you need to talk to 20 customers to gain real insights. I’d argue that deeply listening to two can get you closer to the truth.

It’s not about volume—it’s about the depth of the conversation.

How to effectively lean in:

Listen for what’s not being said
It’s not just what your customers say—it’s how they say it:

• Hesitations: A pause before answering could signal uncertainty or discomfort.

• Shifts in tone: Excitement or frustration often highlights hidden opportunities or pain points.

• What's missing: If they avoid a topic, it could signal deeper fears or frustrations.

Know when to move on
If you make a point and there’s no real response, don’t push it. You’ve lost their interest. Move on. Listening isn’t just about catching what’s important; it’s knowing when something isn’t.

Take action on what you hear
The best insights come to life when you act on them.

• Spot patterns: What themes keep emerging?

• Prioritise one change: What’s the smallest action you can take to address what you’ve learned?

• Follow up: Show your customers how their input shaped your actions. Closing the loop builds trust and retention.

Less really is more
If you focus on fewer, deeper conversations, lean into the pauses, and listen to what’s not being said, you’ll uncover insights that others miss.

So this week, instead of scheduling 20 interviews, try talking deeply to just two customers. Ask bold questions, lean into the silence, and see what happens when you really listen.

Speak soon,
Peter

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