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
SIZE: 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
Related Articles
- When to Use Which UX Research Deliverable
- Takeaways from My 2020 QRCA Conference Talk: UX Research Is Not a Synonym for Usability Testing
- 28 UX Research Deliverables
- Gain a Bird’s Eye View of the User Experience
- Non-User Research Methods to Add to Your UX Research Toolbox
