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.

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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.

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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

Aspect	Qualitative	Quantitative
Goal	Understand motivations, feelings, and context	Measure frequency, scale, and statistical significance
Sample size	Small (5-15 participants)	Large (hundreds to thousands)
Data type	Quotes, observations, themes	Numbers, percentages, metrics
Methods	Interviews, diary studies, contextual inquiry	Surveys, analytics, A/B tests
Best for	Exploration and discovery	Validation and measurement

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Core Research Methods

1. User Interviews

One-on-one conversations designed to uncover user needs, behaviours, and motivations.

Best Practices:

• Use open-ended questions ("Tell me about a time when..." not "Do you like this feature?")
• Listen more than you talk (aim for an 80/20 split)
• Follow up on interesting responses: "Can you tell me more about that?"
• Avoid leading questions that suggest the answer
• Record sessions (with permission) for later analysis

Sample Interview Questions:

Category	Example Question
Context	Walk me through a typical day when you use [product/service]
Pain points	What is the most frustrating part of [task]?
Goals	What are you ultimately trying to achieve when you [task]?
Current solutions	How do you currently handle [problem]? What works and what does not?
Priorities	If you could change one thing about [product], what would it be?

2. Surveys

Structured questionnaires distributed to a larger audience to collect quantitative data.

When to Use Surveys:

• Validating themes discovered in qualitative research
• Measuring satisfaction (NPS, CSAT, SUS)
• Prioritising features based on user demand
• Gathering demographic information

Survey Design Tips:

Do	Avoid
Keep surveys short (under 5 minutes)	Long, exhaustive questionnaires
Use clear, simple language	Jargon or ambiguous wording
Include a mix of question types	Only open-ended questions
Pilot test with a small group first	Sending without testing
Offer incentives for participation	Assuming people will respond without motivation

3. Contextual Inquiry

Observing users in their natural environment as they perform real tasks.

• Watch what people actually do, not what they say they do
• Ask questions in context: "I noticed you did X — why?"
• Document workarounds and pain points
• Note the physical environment, distractions, and tools used

4. Diary Studies

Users record their experiences with a product over an extended period (days to weeks).

• Captures long-term behaviour patterns
• Reveals infrequent but important interactions
• Provides rich qualitative data in the user's own words
• Requires participant commitment and regular prompting

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