This document provides an overview of user research methods. It discusses that user research is used to understand user needs, behaviors, and motivations to help solve their problems. Both qualitative and quantitative methods are used. The key benefits of user research are that it uncovers important insights about users and builds an emotional connection between users and products. The document then discusses different types of research methods and when each should be used, such as qualitative vs. quantitative and attitudinal vs. behavioral research.

1. How To
Perform User
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User research is used to understand the user’s
needs, behaviors, experience and motivations
through various qualitative and quantitative methods
to inform the process of solving for user’s problems.
What is user
research

3. WHY IS USER
RESEARCH SO
IMPORTANT?
User research helps
uncover important and
useful insights about the
user and their needs.
Until you know your user
and their needs, emotions,
feelings, struggles etc, you
won’t be able to deliver a
great user experience.
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4. Benefit of builds an
emotional
connection
The benefit of this is
that it builds an
emotional connection
between the user and
the product. Users feel
their needs are being
met and are more likely
to continue using the
product.
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Why are we achieving a certain goal?
How are we going to achieve this goal?
What’s the outcome of achieving this
goal?
Three important questions:

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HOW TO APPROACH USER
RESEARCH
Be specific
Be focused and relevant to what you’re trying to understand
Make them practical with the resources you have
Make them actionable
Be flexible and don’t worry about which method to use
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Types of research
methods and when
to use them
Stages of the product life
cycle
Quantitative vs.
qualitative
Attitudinal vs. behavioral

7. Stages of the product life cycle
Discovery
What do users need?
What is already working
and what isn’t?
During the early stages of the
design process, the key goal is
to do exploratory research.
Each project has its own
context and specific user
group that research should
explore. Questions to ask:
Development
Do users understand how it
works?
How do users interact with your
prototype?
Can users find what they are
looking for?
Do the features look and feel
right?
Now that you have developed your
ideas and built wireframes and
prototypes, you need to evaluate and
validate whether your designs actually
help users solve their problems.
Live
At this stage, feedback from
users is really useful. Things
may have changed and the
product you created to solve
user’s problems in the first
place may no longer be the
best solution anymore. The
key is to proactively adapt
and iterate if needed.
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8. QUANTITATIVE
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Quantitative research is used to understand the
‘what’. This type of research can be measured
numerically.
For example, “How many people visited a store over
a week” or “What percentage of users clicked this
button”.
This type of research explores large sample sizes of
data to identify trends and patterns.

9. Qualitative Qualitative research
explores user’s attitudes,
behaviors, and opinions. It
provides key insights into
understanding the context
behind why trends and
patterns arise.

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Attitudinal
Attitudinal research seeks to assess why users have particular attitudes
and feelings towards an experience. For instance, whether users enjoy
using your product or not.

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BEHAVIORAL
It’s important to know that
what users say and do are
often different, which is
why you should aim to do a
mixture of attitudinal and
behavioral research.
Behavioral research
focuses on what users do
with the product in
question. This could be to
find out how users navigate
through a site.
Examples include A/B
testing, eye-tracking, click-
stream analysis and
usability studies.

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