Tackle UX Research Questions Using Triangulation

Outlier or gold nugget? To reduce risk, ensure two (or more) UX research methods derive the same results.

Tackle research questions using multiple perspectives and methods.

TYPE: Attitudinal or Behavioral

Attitudinal Research

Attitudinal research helps you understand how customers FEEL about a problem, solution, or experience.

Examples: Social Listening, Text Mining, Collage Study

Behavioral Research

Behavioral research helps you understand how customers ACT. What, where, when, and how do customers behave?

Examples: Tree Test, Usability Study, Scroll Map

ROLE: Self-Reported or Observational

Self-Reported Research

In self-reported research, customers report their own attitudes or behaviors. Use caution when choosing self-reported research methods — especially when a question relies on a customer’s (often faulty) memory.

Examples: Survey, Customer Interview

Observational Research

In observational research, researchers see customer behaviors and attitudes first-hand. During usability testing, I can observe a customer’s frustrations just by their facial expressions and don’t need to rely only on what they say.

Examples: Heat Map, Usability Study, Contextual Inquiry

GOAL: Quantitative or Qualitative

Quantitative Research

Quantitative research answers “how many” or “how often.”

Examples: Survey, Web Analytics, Card Sort

Qualitative Research

Qualitative research is used to understand underlying reasons, opinions, or motivations. It answers “why” something happens.

Examples: Customer Interview, Diary Study, Ethnography

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Author: Kristine Remer

Kristine Remer is a CX insights leader, UX researcher, and strategist in Minneapolis. She helps organizations drive significant business outcomes by finding and solving customer problems. She never misses the Minnesota State Fair and loves dark chocolate mochas, kayaking, escape rooms, and planning elaborate treasure hunts for her children.