“if finding the ideal users means you’re going to do less testing, I recommend a different approach: ‘recruit loosely and grade on a curve.’ In other words, try to find users who reflect your audience, but don’t get hung up about it. Instead, loosen up your requirements and then make …

"User feedback in customer-centric companies is the fuel that drives every internal working part. Every process and every business decision is powered by a deep understanding of who the user is, what it is they're needing to do and ensuring they can do it successfully."