User Research

User research is the systematic study of target users — their behaviours, needs, motivations, and pain points. It forms the evidence base for every design decision and ensures that products are built for real people, not imagined ones.

---

Why User Research Matters

Without research, teams rely on assumptions — and assumptions are frequently wrong:

• Reduces risk — validate ideas before investing in development
• Reveals unmet needs — discover problems users cannot articulate
• Prioritises features — focus on what matters most to users
• Builds empathy — helps the entire team understand who they are designing for
• Saves money — catching usability issues early prevents costly redesigns

Key Insight: The most expensive product decisions are those made without user data.

---

Types of User Research

User research methods fall into two key dimensions:

Dimension	Type A	Type B
Approach	Qualitative (why and how)	Quantitative (how many and how much)
Context	Attitudinal (what people say)	Behavioural (what people do)

Qualitative vs Quantitative