Product Managers at Heap are responsible for representing customer needs and making informed product decisions based on user insights, a challenging task given the diversity of their customer base. To address this, PMs are encouraged to conduct effective user research programs, despite the company not having a dedicated research team, by collaborating with designers and focusing on interviewing the right users. This process involves specifying ideal interview candidates, avoiding common pitfalls like relying on account owners for recommendations, and ensuring interviewees feel their feedback is valued and impactful. Monetary incentives have proven less effective than ensuring participants understand the significance of their input. A well-crafted research plan is essential to avoid bias, and involving designers in the process is recommended to enhance the quality of questions and insights. Ultimately, thorough user research enables PMs to gain deeper understanding of user needs and improve product decision-making.