Each year, the QRCA (Qualitative Research Consultants Associations) holds a contest for its members to respond to a fictional RFP. At the conference, I met several market researchers who were curious about the types of research I conduct as a UX researcher—beyond usability testing. To help answer that question, I created this proposal from the perspective of a design researcher and strategist.

1. UX Research & Strategy
Proposal to Drive
Revenue Growth
The Qually Studio
Image: freepik

2. The Problem to Solve
Increase The Qually Studio’s share of the customer’s wallet.
Research Objectives
Understand what the target audience buys, where they primarily
make workout-related purchases and why, and how they feel about
their purchases.
Develop and test concepts that better align the retail experience to
the target’s needs and preferences.

3. Research Approach
Our approach takes a holistic view of
the entire The Qually Studio
experience to identify customer
problems and ways to further
differentiate your brand—in order to
drive increased customer loyalty.
Discovery
Identify Qually and
competitor strengths and
weaknesses.
Customer Research
What, when, where, and why
do Qually customers purchase
workout gear?
Concept Testing
Using competitor and
customer insights, develop
and test 6-8 concepts.
1 month 3 months 1 month
Image: freepik

4. Target Outcomes
User Personas & User Scenarios
By developing evidence-based user personas and user
scenarios, The Qually Studios will gain clear insight into how
their target audiences perceive and use the retail store to
achieve their goals.
Example User Personas:
● Convenience Seekers — Purchases due to immediate
need and proximity (e.g., broken gear, forgotten item)
● Reward & Recognition — Purchases rewards to
recognize a personal achievement (e.g., expert level)
● Qually Pride — Wants to broadcast their Qually pride
and membership in the Qually community
● Retail Therapy — Enjoys Qually’s product mix and style
Image: lanalya

5. Qually Experience Outcomes
Concepts
Developing evidence-based concepts, and then testing
them using the Kano method gives assurance to which
ideas create true delight or differentiation.
Example Concepts:
● Leaderboard Mobile App — Compete with other studio
customers on short-term challenges. Create exclusive
merchandise for those who compete.
● Workout Gear Classes — Create free 30-minute classes
to demonstrate and guide purchase decisions by
specific audience: weight lifters vs. yogis.
● Customer Loyalty Program — Earn store dollar-off
coupons when customers “unlock” or complete
workout-related challenges.

6. Discovery
Identify Qually and
competitor strengths
and weaknesses.
● Documentation
Download
● Stakeholder
Interviews
● Retail Associate
Interviews
● Competitor Matrix
● Competitive Analysis
Example Deliverables

7. Customer
Research
What, when, where, and
why do Qually customers
purchase workout gear?
● One-on-One
Customer Interviews
● Photo Diary: “What’s
Inside My Gym Bag”
Walk-through
● Video Diary: “Guided
Tour of My At-Home
Gear”
● Qually & Competitor
Field Observations
Example Deliverables
N = 25 participants; mix of frequency
Recognition Seeker
Validates personal
milestones by purchasing
rewards or “trophies” that
reflect those achievements.
Makes purchases that helps
her feel good. Wants to feel
part of an exclusive group.
Gym Rat
ImGYMer
Image: rawpixel

8. Concept Testing
Using competitor and
customer insights,
develop and test 6-8
concepts.
● Concept Design
Workshops
● Kano Analysis
Example Deliverables
Image: peoplecreations
N = 15 participants; mix of user personas

9. Kristine Remer
Design Researcher & Strategist
JuneUX.com
@KristineRemer