There is nothing more insightful than learning how to improve your business directly from your customers, but asking the wrong questions can lead to bad data and poor decision-making. Bad research questions encourage prediction of future usage, which is often unreliable due to biases such as authority bias and the query effect, where people create detailed accounts that don't actually matter to them when asked about something they've never needed or thought about before. On the other hand, good questions focus on actual, recent usage, providing information grounded in real events rather than predicted future use, and correcting for problems with people's memory, which is relatively poor at remembering sequences of events and details. It's essential to filter questions down to people who have used a specific feature recently and manage confirmation bias when analyzing responses, allowing you to ask the right questions and gain valuable insights from your customers quickly and simply using tools like Intercom.