Research methodologies to help you capture crucial insight

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A/B testing

WHAT Compare two versions (A and B) of a webpage or app to determine performance.
Why Assess the impact of changes on user behaviour and make data-driven decisions for optimisation.
Obj. Evaluative
Stage
Develop

Accessibility audits

WHAT Evaluate digital products to ensure compliance with accessibility standards and guidelines.
Why Identify and address potential barriers, making products inclusive for users with disabilities.
Obj. Descriptive
Stage
Deliver

Accessibility testing

WHAT Assess the usability of digital interfaces for individuals with disabilities.
Why Guarantee that products are accessible to a diverse user base, promoting inclusivity.
Obj. Evaluative
Stage
Develop

Affinity diagramming

WHAT Group and categorise qualitative data to identify patterns and insights.
Why Organise and make sense of complex information obtained from user research.
Obj. Generative/Exploratory
Stage
Discover/Define

Card sorting

WHAT Participants organise content into groups, helping to understand their mental models.
Why Improve information architecture and enhance the findability of content within a system.
Obj. Evaluative/Informative
Stage
Discover/Develop

Clickstream analysis

WHAT Analyse the sequence of user interactions within a website or application.
Why Comprehend user behaviour, identify popular paths, and optimise user journeys.
Obj. Descriptive/Informative
Stage
Develop/Deliver

Cognitive walkthrough

WHAT Simulate a user's thought process to evaluate the usability of a product.
Why Identify potential usability issues and improve the user interface.
Obj. Evaluative
Stage
Develop

Co-creation workshops

WHAT Collaborative sessions involving users and stakeholders to generate ideas and solutions.
Why Foster creativity, obtain diverse perspectives, and ensure user input in the design process.
Obj. Generative
Stage
Discover

Competitor analysis

WHAT Evaluate the strengths and weaknesses of competitors' products.
Why Identify opportunities, benchmark against industry standards, and enhance product differentiation.
Obj. Descriptive/Informative
Stage
Discover/Deliver

Contextual inquiry

WHAT Observe and interview users in their natural environment to understand real-world usage.
Why Gain insights into user behaviour, needs, and challenges within their specific context.
Obj. Exploratory/Descriptive
Stage
Discover

Customer feedback and support data

WHAT Analyse customer inquiries and feedback to understand user sentiments.
Why Identify pain points, improve customer satisfaction, and guide product improvements.
Obj. Informative
Stage
Deliver

Customer journey mapping

WHAT Visualise and analyse the user's entire experience across touchpoints.
Why Understand the user's journey, identify pain points, and optimise interactions.
Obj. Generative/Exploratory
Stage
Discover/Define

Diary studies

WHAT Have users keep a diary of their experiences over time.
Why Gain insights into long-term user behaviour, preferences, and evolving needs.
Obj. Exploratory
Stage
Discover

Experience sampling method (ESM)

WHAT Collect real-time feedback on user experiences at different points in time.
Why Capture in-the-moment user insights, understand context, and identify patterns in behaviour.
Obj. Exploratory/Informative
Stage
Discover/Deliver

Eye tracking

WHAT Track eye movements to understand where users focus their attention.
Why Gain insights into visual attention patterns, optimise content placement, and improve design.
Obj. Exploratory/Informative
Stage
Discover/Develop

Field studies

WHAT Conduct research in the user's natural environment.
Why Understand real-world user behaviour, preferences, and challenges in their natural context.
Obj. Exploratory/Descriptive
Stage
Discover

Guerilla testing

WHAT Conduct quick, informal usability testing in public spaces.
Why Gather rapid feedback, identify immediate usability issues, and make on-the-spot improvements.
Obj. Evaluative
Stage
Develop

Heatmaps

WHAT Visualise user interactions, showing hotspots of activity.
Why Identify popular areas of engagement, optimise content placement, and improve user flow.
Obj. Informative
Stage
Develop/Deliver

Heuristic evaluation

WHAT Evaluate the interface against established usability principles.
Why Identify usability issues based on recognised principles, guiding improvements in design.
Obj. Evaluative
Stage
Develop

Kano model analysis

WHAT Assess and prioritise features based on user satisfaction.
Why Understand user preferences, prioritise features, and align product development with user expectations.
Obj. Evaluative
Stage
Develop

Persona empathy mapping

WHAT Dive deeper into understanding the emotional aspects of user personas.
Why Develop a deeper understanding of user motivations, needs, and emotional responses.
Obj. Exploratory
Stage
Discover

Personas

WHAT Create fictional characters representing user segments based on research.
Why Humanise user data, guide design decisions, and ensure a user-centred approach.
Obj. Exploratory/Generative
Stage
Discover

Prototype testing

WHAT Gather feedback specifically on the functionality and design of prototypes.
Why Identify design flaws, usability issues, and areas for improvement in the early stages of development.
Obj. Evaluative
Stage
Develop

Remote usability testing

WHAT Conduct usability testing with participants located remotely.
Why Expand participant pool, gather diverse insights, and overcome geographical constraints.
Obj. Evaluative
Stage
Develop

Service blueprinting

WHAT Map out the end-to-end user journey and service interactions.
Why Understand touchpoints, identify pain points, and optimise the entire service experience.
Obj. Generative/Exploratory
Stage
Discover/Define

Surveys and questionnaires

WHAT Use structured forms to collect data from a larger audience.
Why Gather quantitative data, assess user preferences, and obtain broad insights.
Obj. Descriptive/Informative
Stage
Develop/Deliver

Task analysis

WHAT Break down tasks into smaller steps to understand the user's workflow.
Why Identify user goals, streamline processes, and improve task efficiency.
Obj. Descriptive/Informative
Stage
Develop/Deliver

Tree testing

WHAT Evaluate the findability of items in a website's hierarchy.
Why Optimise information architecture, improve navigation, and enhance user satisfaction.
Obj. Evaluative
Stage
Develop

Usability benchmarking

WHAT Compare your product's usability against industry standards.
Why Identify strengths and weaknesses, set usability goals, and track improvements over time.
Obj. Evaluative
Stage
Develop

Usability testing

WHAT Observe users interacting with your product to identify usability issues.
Why Evaluate the user experience, uncover pain points, and iterate on design for improved usability.
Obj. Evaluative
Stage
Develop

User interviews

WHAT Conduct one-on-one conversations to gather in-depth insights.
Why Understand user needs, preferences, and behaviours through qualitative dialogue.
Obj. Exploratory/Generative
Stage
Discover

Wizard of Oz testing

WHAT Simulate the behaviour of a system or feature to gather user feedback.
Why Test user reactions to concepts or features before full implementation, saving development resources.
Obj. Evaluative
Stage
Develop