Unlocking Insights - UX to Market Discovery and Everything In-Between
Research methodologies are the backbone of informed decision-making across a multitude of sectors. While their use in User Experience (UX) design is well-documented, their broader applications are often overlooked. In an increasingly data-driven world, these methods have proven invaluable not just for UX designers but also for small businesses seeking to understand their customers better, startups aiming for rapid, data-based iterations, and independent consultants or freelancers who need to validate their solutions with real-world evidence.
For small businesses, these methodologies can offer insights into customer behavior and preferences, helping to tailor services or products more effectively. Startups, operating in fast-paced environments, can benefit from quick, actionable insights to pivot or proceed with features or services. Independent consultants and freelancers can utilise these research methods to offer evidence-based recommendations to their clients, thereby improving their service quality and reliability.
This guide aims to provide an overview of various research methodologies, elucidate when and how to use them, and illustrate their applicability across different contexts, beyond UX.
Now, let's dive into some of my favorite methodologies and their cross-context applications.
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Applications:
* UX research to understand user needs
* Small businesses understanding local clientele
* Startups validating initial product concepts
How to Use:
Conduct one-on-one interviews using a semi-structured questionnaire. Using open ended, non-leading, bias free questions (these can be hard to create)
Key Tips:
* Understand existing user behaviors
* Ask “Why” to uncover users’ needs aka becoming Backstreet Boy to sings - Tell me why
* Keep your bias in check
Research Objectives and "How Might We" Questions:
* How might we understand our users' motivations?
* How might we identify pain points for local customers?
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Applications:
* Website or app design
* Testing the usability of a physical store layout
* Small businesses assessing the usability of their online shop
How to Use:
Ask users to complete specific tasks while observing their interactions.
Research Objectives and "How Might We" Questions:
* "How might we improve the checkout process?"
* "How might we make our store layout more intuitive?"
Key Tips:
* Do usability testing early and often
* Create realistic task scenarios
*You can easily test with 5 users - you can get 85% of your insights form just 5 users.
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Applications:
* Environmental psychology studies
* Market research for location-based businesses
How to Use:
Observe users in their natural environment to uncover unknown motivations or constraints.
Research Objectives and "How Might We" Questions:
* "How might we adapt our product for home use?"
* "How might we make our retail environment more inviting?"
*How might we increase usage within new enviroments/ contexts
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Applications:
* Product development
* Political campaign strategies
* Startup feature prioritisation
How to Use:
Conduct group discussions moderated by a skilled facilitator.
Research Objectives and "How Might We" Questions:
* "How might we gauge public reaction to our new feature?"
* "How might we understand collective attitudes toward our brand?"
Key Tips:
* Ensure the group is diverse but relevant
* Develop a script to keep the discussion on track
*Strong moderator needed - things can get out of control pretty quickly. And good to employ analysis of human behaviour here, especially if you encounter overpowering participants
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Applications:
* Understanding long-term user engagement
* Studying seasonal trends for small businesses
How to Use:
Ask users to log their interactions and thoughts over an extended period.
Research Objectives and "How Might We" Questions:
* "How might we increase customer retention?"
* "How might we identify cyclical behaviour patterns?"
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Applications:
* Customer feedback for service industries
* General public sentiment about social issues
*NPS and CS scoring
How to Use:
Design a survey with both closed and open-ended questions. To get vast data ranges. Great when used with Interviews to better understand the WHY
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IteCard Sorting
Applications:
* Information Architecture
* Organising retail product categories
How to Use:
Ask users to organise topics into categories. Cognition and mental model assessment to help with use journeys.
Research Objectives and "How Might We" Questions:
* "How might we optimise our website menu?"
* "How might we categorize products in a way that makes sense to our customers?"
Tree Testing
Applications:
* Web development
* Catalog design for retail businesses
How to Use:
Test the effectiveness of your hierarchy by asking users to find items or information.
Research Objectives and "How Might We" Questions:
* "How might we make our content more discoverable?"
* "How might we streamline our online store’s navigation?"
*”how might we optomise our website and app navigation to help increase Conversion rates?”m description
