BRAC IT

Product Discovery
Back to Research Methods

Use when

  • A live product already generates complaints, tickets, reviews, or support calls.
  • You need evidence about repeated user pain and trust failures.

Best for

  • Finding real-world friction at scale
  • Understanding support load
  • Prioritizing trust and usability problems

How to design it

  • Code issues consistently by theme, severity, and journey stage.
  • Compare complaint patterns with analytics and usability findings.
  • Do not confuse loud complaints with highest-risk issues without evidence.
Complaint Coding Template

Use this when you need a practical reading template.

View template
  • What is the issue theme?
  • What stage of the journey is affected?
  • What support or trust consequence follows from this issue?

Typical output

  • Complaint coding summary
  • Support pain-point themes
  • Prioritized product and service issues

Useful resources

GOV.UK Service ManualAnalyse a research session

Practical guidance for organizing raw evidence into useful findings.

GOV.UK Service ManualTaking notes and recording user research sessions

Useful for collecting evidence from calls, support conversations, screenshots, and artifacts responsibly.

Nielsen Norman GroupUser-Feedback Requests: 5 Guidelines

Relevant for interpreting and designing feedback channels without interrupting user tasks.