User Research

User research is the practice of systematically learning from and about the people who use or are affected by a product or service. It spans both qualitative methods (like interviews, usability testing, and observation) and quantitative methods (like surveys, analytics, and A/B testing). Together, these approaches help teams build evidence-based understanding.

Key Concepts

• Breadth: No single method captures the full picture. Combining approaches strengthens insights.
• What + Why: Quantitative research can reveal what happened; qualitative research can reveal depth and nuance as to why .
• Iteration: Research is not a one-time activity but an ongoing practice throughout the product lifecycle.

Qualitative Research

Qualitative research explores the “why” behind user behaviors. It involves methods like interviews, usability testing, contextual inquiry, and observation to uncover motivations, pain points, and opportunities. The goal is to build empathy and capture nuance that numbers alone can’t show.

• Context: Captures the environment and circumstances around user behavior.
• Depth: Provides rich insights into user perspectives and lived experience.

Quantitative Research

Quantitative research examines the “what” of user behavior. It uses structured methods such as surveys, analytics, and A/B testing to measure patterns at scale. When possible, leverage quantitative data to provide evidence that can complement qualitative insights.

• Scale: Shows trends across large groups of users.
• Measurement: Helps track performance, adoption, and impact over time.
• Validation: Confirms whether observed behaviors from qualitative studies are widespread or isolated.

Pluribus Expectations

Choose research methods that fit the questions needing answered and constraints. Pair qualitative and quantitative when possible. Share findings in plain language.