I'm Sofia Quintero. Founder and CEO at EnjoyHQ. Previously, Head of Growth at Geckoboard. Customer Research is my thing... AMA!

I’m Sofia Quintero, founder at EnjoyHQ, a Research Ops platform that helps UX and product teams centralize customer feedback and user research data, analyze it, and share insights with the business.

I’ve spent the last four years learning about how teams make product decisions, how they build effective feedback loops, but perhaps most importantly, what leads to failure when it comes to building a genuine customer-driven culture.

Ask me about ResearchOps, product management, Customer research, cross-functional collaboration, remote team management, or anything else!

I’ll be here on January 23rd (Thursday) at 9 AM PST, to answer all of your questions :raised_hands::brain:


Note: This AMA is closed for new questions, but you can check out the existing conversations below.

In this AMA, we had Sofia Quintero — a present-day founder, a former head of growth, and a perpetual lover of everything customer research — share her thoughtful insights on things ranging from doing actionable user research to being a founder and a leader to building something customers want. Dive in!

AMA Index (Sofia’s brain-pickings) :brain:

(founding insights, opinions, and observations; deftly examined and articulated)

Sofia recounts the many paradoxes and unknowns of starting up and how she has come to terms with them; “I’ve been surprised by the fact that even when you try to avoid silly mistakes, you can still make them and not even realize it.”
Research shouldn’t be an end in itself, instead a means towards core business goals
Can research frameworks like JTBD be turned inward, to serve teams better?
Sofia’s thoughts on whether she’d pursue accelerators and the traditional VC path, again
A model worth remembering for all kinds of research: “Qual triggers quant, and quant triggers qual. It never ends.”
How customer research can inform marketing decisions
Customer research “as a foundational framework, not a tactic”
Having a continuous pulse of what customers want with every single product release
What customer patterns should look like: “You almost want to know that those 5 people could sit in a room and nod at each other if they were talking about the problem they have”
Figuring what not to build

Further reading/listening/pondering from the interwebz :open_book:/:headphones:

(Other insightful excerpts drawn from blog posts, interviews, and conversations)

Here’s why you don’t do customer research
“I believe most of us understand that being close to customers is the key to success but there is a big gap between understanding something intellectually and changing behavior and habits.”

Learn better not faster: Why we are still struggling to become learning organizations
“Software companies depend on learning and feedback loops to improve their products and services on an ongoing basis. However, since the popularization of the Lean Startup, the focus of the conversation has been mostly about learning fast but not necessarily learning better.”

Making Product Discovery Work in Small Teams
“The need to validate our decisions as opposed to challenge them may be just another consequence of thinking that we know everything we need to know about our customers.”

Stay in touch: :high_brightness:

You can follow Sofia to stay updated with her discoveries and insights:

  1. Sofia on Twitter
  2. Sofia on LinkedIn

Hey Sofia,

Thanks for doing the AMA! As someone who has spent years thinking about user research, how would you define the markers for someone who is exceptionally good at user research? Because it’s one thing to know the tenets of user research and another to identify them in a practitioner. Put another way, if you were to write a hiring scorecard of stack-ranked skills, what would it look like? Thanks.


Hi Sofia - you have experience as both a team leader in one startup and, then, as a founder with another. What were some of the things that surprised you moving from one role to another? And what advice would you give to anyone contemplating a similar move?


Hey Sofia - my question to you is about customer research. What are the key things to keep in mind about customer research while building an effective marketing plan in a categorised market? More specifically, how to find the right keywords about ideal customers or most profitable customers? Is there something that helps affront in finding keywords or is it an on-going process?



Hello Sofia,

Excited to have you here!

I loved your article - “Here’s why you don’t do customer research”. I kept nodding all through reading it.

Do you have any B2B SaaS real world examples on how customer research turned around a company or had a positive impact? Thanks.


Hi Sofia! Question; how do you know you’re on the right track, building what your customers most need/value? Thanks!


Hi Sofia! - I’m interested in the value of anecdote when it comes to talking to customers. Often, we conclude we know what customers really want because we’ve spoken to a handful of them and they all say similar things. My question is really “when does anecdote become data?” and as a follow-up to that, “how should you use qualitative feedback such as ‘Jane Smith from Acme told me X therefore we should do Y’ with more quantitive research?”


Hey Sofia!

I’d love to hear your learnings from raising money (I know you have opinions here!)

If you could have your time again, when would you raise? Would you join an accelerator again? How would you approach the process differently this time? Would you consider not raising money at all?


Thanks for making yourself available! I’d love to know whether you’ve applied any customer discovery and alignment techniques to INTERNAL customers (ie. employees), and if so, how do you incorporate this data into your learnings? (For background, I’m interested in creating employee retention programs that are designed to support a diverse workforce who have a wide variety of needs, and yet still feel fair even if that means employees are accessing different levels and types of support.)


Hey Sofia,

We speak to 5 customers and then feel like we have a broad idea and move on to the next thing. What is a good number and what in your mind should this be defined by?


Hi Sofia! Big fan of your work :heart_eyes:

A lot of product advice centres around deciding what, when, and how to build new features. Do you spend any time figuring out what not to build? And if so, how do you make those decisions, and communicate them with your team and your customers?


Hey, Paul! I’m always surprised by how little I know about anything. No matter how much you read, how much advice you listen to, or how hard you try to imagine multiple scenarios when making decisions, I realize that you can learn only by doing. This sounds very cliché, but it is what it is.

When you work for somebody, you are limited in what you can do, so learning happens less often or is narrower. When you are running a company, however, you have a bias toward action. You have to do most things in the beginning, which means you do more, fail more, succeed more, and ultimately learn more, faster.

Running a business stretches you in ways you can’t predict. It’s a self-discovery process that I never experienced in any other job, no matter how much responsibility I had.

I’ve been surprised by the fact that even when you try to avoid silly mistakes, you can still make them and not even realize it. For example, everybody says: “Hire slow, and fire fast.” I knew this very well, but every time I had to fire somebody, I would somehow delay it and regret that it took too long.

I’m still surprised about how slow and bureaucratic companies are. Even the tech darlings that everybody loves can operate like government agencies sometimes.

I’m still surprised about many things, and I hope this continues to happen. To me, it means that I’m learning.

If I have to give any advice to anybody who wants to start a software as a service business, this would be:

  • Try not to raise money from traditional VCs. Plenty of new alternatives are available out there.
  • Be an example for your team. Do not expect anything from anybody that you are not willing to give yourself.
  • Find a therapist or coach, probably both if you can afford it. Your mind and emotions will be the biggest challenge—not the business.
  • Learn how to talk to customers. It’s not enough to talk to them, though; you need to know what to ask and how to interpret what they say. Make the best of each conversation. Listen, and forget about your ego.
  • If you are not technical, as in being able to code, learn how the sausage is made. You will have much better conversations and the ability to lead product development efforts more effectively.
  • Try a lot of things quickly, but don’t be reckless. This one is hard. You will understand the balance with time.
  • Try to understand the difference between persistence and idiocy. I still don’t know it.
  • Be good to people; your reputation and relationships will survive beyond your business.
  • Don’t lie to yourself. Pursue the facts with optimism.
  • Unfortunately, most stereotypes about lawyers and accountants are true. Find good people who understand your space, and constantly remind them that you need them to translate what they do in plain English so that you can make better decisions.
  • Related to the above, if you don’t understand something, ask as many times as needed. Looking stupid is better than being stupid.

I can spend all day adding stuff to this list =)


Thanks for your question! :grinning: With enough work and dedication, anybody can become great at research methods. What I appreciate the most about researchers is their ability to negotiate, communicate, and lead.

The same applies to designers. I’ve worked with many talented designers whose portfolios are mind blowing but they are unable to explain their design process, meet deadlines, proactively reach out to customers, or communicate basic rationales for their decision-making.

If you want to be a great researcher and work for businesses, try to understand what else is expected of you outside of knowing how to apply research methods.

I have talked to a lot of researchers who are frustrated with their work. They feel that nobody cares about their research outcomes, or they believe that their organizations are not using their insights. More often than not, they fail to realize that it’s their responsibility to communicate the value they provide and that they need to have a bias toward practicality and not academic perfection.

Focus on pushing the business forward while taking care of the quality of the research and the outcomes. All at the same time.


This is a very interesting question :thinking: I’ve never done internal research in the way that you describe it, but I would imagine that the same principles of customer discovery can be applied. At the end of the day, you are trying to understand other humans. UX research methods are designed to help you to understand psychology and behavior, so I would give it a go for sure. The jobs to be done framework comes to mind. I always find it helpful in most research questions.


Hey, Jonny! :wave: I asked myself this question many times in the past, and this is what I think about it today. If I had to start a new business knowing what I know today, I would do my best not to raise capital from traditional VCs. With more alternatives (Indie.VC, Tiny Seed, Earnest Capital, etc.) in the market, you can build a big business without giving away huge chunks of your company or having to buy into the arbitrary VC game of funding cycles.

VCs have their place for sure, and I’m lucky that I have great ones on board, but it depends on what your long-term goals are and what success looks like to you.

I would definitely do an accelerator again, especially Techstars. The network is super helpful, and it delivers on the promise of being a lifetime partner. And, of course, the Amazon credits come in very handy :wink:


Having a few anecdotes is better than nothing, but I would question, are they from the same types of people? If so, what other types of people/customers whom we have may say something completely different? Can we talk to them, too?

For example, sometimes we talk to 5-10 customers and we feel we have a strong story there, especially when they are in a specific sector or at a particular company size. But later, we talk to customers in different sectors and realize that they have completely different sets of requirements, or perhaps they do not perceive the same problem with the same magnitude. Segmentation is the key here.

Anecdotes are great because you can use them as a jump-off point. You need to gather as many stories as possible from the segments you care about the most. Or, at least you need to have the intellectual honesty to say that these stories are true but only for customers who look like XYZ. Do we want to invest/build only for these customers, or do we need more stories?

Once I have identified a pattern from qualitative research, I normally go back and try to link it with the usage data or with any behavioral data we collect. Normally, it would come from our data warehouse, Amplitude and Fullstory. It goes both ways; we do some usage segmentation and notice a particular behavior, and that triggers a bunch of calls with customers so that we can understand the reason behind it. Qual triggers quant, and quant triggers qual. It never ends.


Great question! :+1: This is an ongoing process. The more you research, the more you understand. But my go-to techniques are case studies and online communities. Case studies with your customers help you to access the language they use to describe their problems, as well as the language they use to describe what success looks like to them. In the case of online communities, when customers talk to their peers, they are either providing feedback to others (aka trying to help) or they are being vulnerable and are asking for advice.

Either way, they are using words that reflect how they perceive their challenges and what they think is a good approach. They are looking for some sort of validation. The language they use in these conversations can unlock incredible insights for marketing messaging.


It’s very tempting to share EnjoyHQ’s customer success stories here, but if I have to think about a wonderful story about customer research saving the day, it would be Gobble. Ooshma Garg, the founder at Gobble, gave a very inspiring talk about how a relentless focus on customers saved her company. Definitely worth watching.

Many companies have always been customer-driven, and that passion and discipline become the foundation of their success—for example, Drift. How much love can they get from customers? ALL OF IT. They care about customers, and in return, customers care about them. Just spend some time on their Twitter stream and you will see customer love, and employees love spreading it every single day. It comes from having an amazing CEO like David Cancel in charge, but it also comes from having many empowered employees believing in the power of customer-centricity.

We shouldn’t think about customer research as the thing that will save the company from falling apart. Instead, we should think about customer research as a tool for building and growing the company—as a foundational framework, not as a tactic.


Thank you Sofia for your response - insightful.

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