We speak a lot about user research at Automattic within our various product divisions and it’s easy to get your head down in the trenches and feel like you don’t have the time to come out to even see your users, never mind speak to them!

At times I feel like this, and in my role as the lead of the team responsible for maintaining the mothership that is WooCommerce.com and building out new features for it that benefit our customers, our list of projects is endless and the time to speak to customers is limited.

However, while working on a follow-on project to a new feature we launched recently, it got me thinking about how big a role your support teams could and should contribute to your understanding of your customers needs and/or desires about your product, or the biggest pain points that you could look to…