If you are continuously shipping, you should also be continuously learning. The only secret sauce is curiosity.

The rest is just committing to the fundamentals, which is really hard.

Clarify your goal: You won’t know what questions you need to ask and answer until you know what you need to achieve.

Collaborate: Again, basic in theory, tricky in reality. People can work alongside each other for a decade and never truly collaborate.

Questions and outcomes: Remember, research questions are not the same as interview questions. What you want to know is not the same as what you can ask anyone directly in a survey or face-to-face.

Plug the memory hole: The more heads you store your insights in, the better your organization will be able to remember and act on those insights.

Learn and reflect and do it again: The research isn’t good because everything went perfectly or the report is shiny.