To help form these hypotheses, or validate existing ones, you may turn to a variety of tactics.

One of the most beneficial is to interview real users. This can be accomplished through:

• In person interviews - Invite your users to your office or another quiet place with a controlled setting in which you can ask them specific questions or have them interact directly with your product (site, mobile app, or physical). Don't ask any questions that would lead them on or have them give an answer you were looking for.
• Virtual user testing - If you're creating a site or app, this is especially helpful. A site like UserTesting will enable you to collect detailed feedback from as many participants as you like. Additionally, you will get to see how they actually use your site.
• Surveys - Create a short and simple survey with a tool like FluidSurveys and send it to your customers.