To improve their products, technology providers need detailed, thoughtful feedback from users of their technology. Unfortunately, this feedback is often difficult to obtain. Typical users aren’t very motivated to provide detailed feedback; they’re interested in getting their product finished. When they run into a problem, they find the most expedient work-around and move on. They don’t have time to fully explore, document, and report on the problems that hinder their productivity, or to share their detailed ideas on how the product could be improved.