Chapter 8. Conducting Guerrilla User Research Take a chance and step outside. Lose some sleep and say you tried. Meet frustration face to face. A point of view creates more waves. — JOY DIVISION (1979) BY RUNNING SMALL, STRUCTURED EXPERIMENTS, THIS QUALITATIVE fieldwork will help you to immediately validate assumptions about the value proposition and innovative key experience from the users themselves. In this chapter, you will focus on harvesting actionable takeaways from your potential customer segment through guerrilla user research. You will use the prototype from Chapter 7 to get closer to the truth with an open heart and mind to really hear what your potential customers feel and think about your product’s core experience. This chapter focuses on Tenet 3, Validated User Research (Figure 8-1), and makes use of the UX Strategy Toolkit. Figure 8-1. Tenet 3: Validated User Research