#161 - Learn More Faster About Customers with Michael Margolis of GV
Awkward Silences26 Helmi 2025

#161 - Learn More Faster About Customers with Michael Margolis of GV

This episode is all about learning from customers...early and often. Our guest, Michael Margolis, UX Research Partner at GV (formerly Google Ventures), has made a career of helping teams do this successfully. He joins to share his Bullseye Customer Method, which is the result of his experience (it's also the subject of his latest book, "Learn More Faster," which is available for free).

Michael breaks down the Bullseye Customer Method, including best practices for recruitment, question design, and analysis. He's found that research is more successful when it's a team effort, and shares ways to promote cross-team collaboration throughout the Bullseye process, like using watch parties for share-outs. Michael also weighs in (using his 30+ years in the industry) on topics like the current UX job market, the impact of AI on researchers, and the power democratization for resource-limited teams.

It's a must-listen for anyone working on early-stage products or struggling with visibility and buy-in from stakeholders.

Highlights

  • 06:33 Defining Core Value Proposition
  • 16:29 Founders' Key Concerns Analysis
  • 21:58 Clarifying Customer Understanding
  • 26:38 Effective Open-Ended Survey Questions
  • 31:46 Leveraging Associations for Networking
  • 43:01 Benefits of Team Watch Parties


About Michael
Michael joined GV in 2010 as the venture industry’s first UX research partner. As a UX researcher with over 30 years of experience, Michael has boosted conversion, tested new concepts, streamlined workflows, and defined bullseye customers for hundreds of companies. He helped develop the design sprint method made famous by the seminal book, Sprint. He has also written about his research work for startups at medium.com/@mmargolis.


Resources

Jaksot(191)

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#185 - How to Use AI Without Losing Your Research Soul with Nikki Anderson of Drop in Research

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#184 - Use Context For More Influence with Kristen DeLap of Econify

#184 - Use Context For More Influence with Kristen DeLap of Econify

Ben talks with Kristen DeLap, fractional COO at Econify, to explore how UX'ers can build influence without formal authority. Kristen brings a unique perspective, having evolved from interior design to...

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#183 - The Best Ways to Use AI in UX Research with Laura Klein of NN/g

#183 - The Best Ways to Use AI in UX Research with Laura Klein of NN/g

Erin and Ben chat with Laura Klein, Principal Experience Specialist at Nielsen Norman Group, about the practical realities of AI in user research. Laura teaches a class on AI for researchers and bring...

17 Helmi 48min

#182 - The Future of Research (In a Moment of Change)

#182 - The Future of Research (In a Moment of Change)

Ben sits down with Basel Fakhoury, CEO and Co-founder of User Interviews, and Baran Erkel, Chief Strategy Officer at UserTesting, for a conversation about the research industry's evolution. With AI re...

3 Helmi 40min

#181 - Why We Need Design Now More Than Ever with Karl Randay of 383

#181 - Why We Need Design Now More Than Ever with Karl Randay of 383

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20 Tammi 51min

#180 - What to Fix in '26 with Maria Rosala of NN/g & John Whalen of Brilliant Experience

#180 - What to Fix in '26 with Maria Rosala of NN/g & John Whalen of Brilliant Experience

Ben is joined by Maria Rosala from Nielsen Norman Group and John Whalen from Brilliant Experience to wrap up 2025 and make some predictions for 2026. Maria and John share practical insights on everyth...

6 Tammi 55min

#179 - The Future of Research Operations with Kate Towsey LIVE

#179 - The Future of Research Operations with Kate Towsey LIVE

Erin May sits down with Kate Towsey, founder of Cha Cha Club and author of Research That Scales, for Research Ops Appreciation Week. Kate shares insights from producing an audio documentary series on ...

22 Joulu 202555min

#178 - How to Measure What Matters with Lyndsi Lee of Turnitin

#178 - How to Measure What Matters with Lyndsi Lee of Turnitin

Ben talks with Lyndsi Lee, UX Manager at Turnitin, about moving beyond traditional metrics like NPS and CSAT to measure user experiences more effectively. The conversation centers on outcome-based ass...

9 Joulu 202547min

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