As active part of the research team, my responsibilities included:

• Projct strategy creation
• Recruiting strategy and actual user recruitment 
• Interviews conduction

Important Note: While my time at CoachHub concluded before gathering significant insights from this initiative, I believe sharing the strategic approach and framework adds value to understanding the process. This case study focuses on the methodology and structure I contributed to developing

The Project 

In the last six months of my tenure at CoachHub, I collaborated with the research team to develop and implement our first comprehensive external user feedback initiative. This initiative aimes to establish a continuous channel of communication with our users, enabling us to make significant and incremental improvements to product features based on real needs and feedback.

 

The Challenge And Limitations

In a B2B context, we faced a critical limitation: minimal direct access to end-users, resulting in scarce qualitative data and insights about product usage.

Strategic Approach: Active Listening Project

Our project aimed to:

• Create a consistent feedback collection mechanism
• Generate actionable insights for product development
• Establish a direct line of communication with users

Key Impact Areas:

• Identify evolving user needs and pain points
• Assess product usability
• Support data-driven decision-making
• Enhance user trust and satisfaction
• Collect authentic user success stories

 
Recruitment Strategy

We crafted a strategic recruitment approach tailored to our two distinct user groups:

Coachees (Platform End-Users)

• Leveraged our NPS (Net Promoter Score) surveys to identify engaged users willing to share deeper feedback
• Created an opt-in database of volunteers interested in ongoing product discussions
• Ensured a diverse mix of experience levels and usage patterns. 

Coaches (Professional Users)

• Collaborated with our Coach Relations team to identify coaches who could provide valuable platform insights
• Sent personalized invitations highlighting the importance of their unique perspective
• Focused on coaches who actively used multiple platform features in their practice
• This targeted approach helped ensure we would gather meaningful insights from both sides of our user ecosystem
  

Interview Framework

• Reserved 2-3 strategic time slots each week to accommodate diverse user schedules
• Designed 30-minute focused sessions, balancing structured questions with organic discussion
• Established a consistent feedback collection flow to ensure comparable insights across sessions
• Created flexible scheduling options across different time zones

Interview Structure & Team Dynamics

As primary interviewer, I guided conversations using a mix of prepared questions and adaptive discussion points. In details: 

• Partnered with a dedicated note-taker to capture detailed insights, allowing me to maintain natural conversation flow
• Invited cross-functional team members (developers, designers, product managers) to observe and learn directly from users
• Implemented an interactive format where team observers could contribute relevant questions
• Created a comfortable environment where users felt heard and valued
  

Impact & Significance

This initiative represented an experimental shift in our approach to product development, establishing direct lines of communication with users to transform anecdotal feedback into actionable insights. By creating a systematic framework for user research, we wanted to bridge the critical gap between product development and authentic user needs, enabling more targeted and resonant feature development.