There are many different research methods in UX design.
Learning as much as possible about our users and their needs is the foundation of UX. To gather this user data, we have different types of research available.
For research engagement, we need to understand the categories and common methods UX designers use throughout product development, from ideation to launch, from post-launch to subsequent iterations.
Who and what
There are two main ways to conduct research, each leading to an array of research tools that can be utilized.
Research data gathered depends on who is conducting the research, and what type of data is gathered.
Firstly, it’s about who conducts the research, and secondly, what type of data is being gathered.
Defining primary and secondary research: Who
Primary and secondary are categories to define who is conducting the research. We distinguish primary research as research we conduct, and secondary research as research that is conducted by someone else.
Primary research encompasses data gathered by the UX team, whereas secondary research is data gathered by a third party, such as independent authors, journalists, analysts, or data specialists.
Primary research is conducted by ourselves, the UX team, regardless of the size of the team. We gather insights through direct conversations and interactions with our users. Research tools used for primary research are interviews, observations, surveys, usability studies.
Secondary research is gathered from third parties, such as information from books, journal articles, information available on Government or private statistics websites, newspapers, and independent data specialists.
Defining quantitative and qualitative research: What
Next, we distinguish between the type of data collected. Qualitative data is data gathered through conversations. Qualitative data is narrative in nature, and will need to get further analyzed and organized.
Quantitative data is all data that is presented in numbers quantities weights measures. Quantitative data is mostly set values (such as 100 respondents, 70% of which are 35+ years of age).
Qualitative data is gathered as stories, feedback, interview responses, personal narratives. Quantitative research is data as numbers, measurements, percentages, quantities.
Qualitative research encompasses all information we gather through user conversations, observations, and our users’ personal stories. Through qualitative research we aim to get an understanding of why users are in need of a product, a product feature. Furthermore, we get to understand what our users’ pain points are, their goals, motivations, or aspirations. Qualitative data can only be gathered through direct contact with our users.
Quantitative research holds all data gathered that is measurable. This includes numbers measures mass percentages weights. Quantitative research answers questions such as how many, how much, how often. Quantitive research can be gathered through large-scale surveys.
When to use which type of research
Throughout the product development cycle, from initial problem statement to minimum viable product, we can utilize any type of research, depending on the phase of the cycle, and intermix such research types.
Furthermore, we have many UX tools available for culling user information and gathering concrete data.
Each research method uses an array of research tools. For instance, interviews can be done as primary and/or secondary research, and also as qualitative research. On the other hand, large -scale surveys are tools used primarily to gather quantitative data from a large, non-personal survey sweep.
Naturally, there is a mixing of tools across the methods. Interviews can be both primary and secondary, as well as qualitative. However, it is important to understand the differences in data collected in each method.
For instance, a user interview conducted by the UX team, i.e. you/us, through primary research, will produce different results than a user interview conducted through secondary research, i.e., the interview is conducted by someone else, a third party.
Advantages and disadvantages for each research method
Primary research is more time consuming and expensive than secondary research. It is usually done in the first half of a product development cycle.
In primary research, a lot of time and resources are spent on individual user responses, collecting their very nuanced feedback.
Secondary research, on the other hand, can be done online, in libraries, or accessing journals and newspapers. Secondary research are an excellent supplement to primary research. It can be conducted at any time in the product development cycle.
Qualitative research is also expensive and time intensive. As it focuses on the users’ feedback, stories, pain points, motivations, goals, and many other experiential narratives, the UX team is required to distill the data collected further.
Quantitative research generates broad, numbers-based data. It does not focus on individual user feedback.
In summary
Understanding basic UX research methods can greatly enhance the UX team’s approach to data collecting.
Research methods can intermix throughout the product development cycle, as well as in subsequent iteration cycles.
Deciding on which research method to use depends greatly on resources available to the UX team.
A small UX team might do a few primary user interviews, mixed with quantitative research.
A comprehensive new product launch with ample resources will involve all aspects of data research, collecting as much data as possible through all research methods available.
Now that you know the basics of research methods, use them in your product development process.
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