This document provides an overview of basic concepts for qualitative and quantitative user research. It discusses the differences between qualitative and quantitative research, as well as attitudinal and behavioral research. Qualitative research involves smaller sample sizes but uncovers more in-depth reasons and influences through methods like interviews and focus groups. Quantitative research relies on larger sample sizes and statistical analysis to understand what and how many people do certain things through surveys and analytics. The document recommends books for further researching user research methods and concepts.

1. Flávio Nazário
June • 2020
Research
📚 BASIC CONCEPTS TO CONSIDER
User

2. Qualitative Quantitative
Larger Sampling
Statistical Significance
Trends / Performance
Smaller Sampling
Reasons and Influencers
History and Emotions
WHY & HOW WHAT & WHO
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✻ USER RESEARCH • BASIC CONCEPTS

3. Adapted Ref.: POLAINE, Andy. et al, 2013.@fnazario | #researchbasics #uxresearch 2 | 8
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
10 people
Uncover 100 things
100 people
Validate 10 things
✻ USER RESEARCH • BASIC CONCEPTS

4. Attitude Behavior
How one acts or conducts
oneself in specific situations
Principles, perceptions and
positioning of a person
SAY & THINK WHAT THEY DO
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✻ USER RESEARCH • BASIC CONCEPTS

5. @fnazario | #researchbasics #uxresearch 4 | 8
Attitudinal Research Behavioral Research
✻ USER RESEARCH • BASIC CONCEPTS

6. @fnazario | #researchbasics #uxresearch 5 | 8
✻ USER RESEARCH • CROSSING CONCEPTS
QUALITATIVE [DIRECT] QUANTITATIVE [INDIRECT]
ATTITUDINALBEHAVIORAL
Why or how
people do
What
people say
or think
What
people do
How many
or when
people do

7. 6 | 8
✻ USER RESEARCH • TYPES
QUALITATIVE [DIRECT] QUANTITATIVE [INDIRECT]
ATTITUDINALBEHAVIORAL
Natural use product Combination / HybridDe-contextualizedScripted use of product@fnazario
Adapted Ref.: ROHRER, Christian, 2014.
Interviews
Focus Group
Participatory Design
Design Probe
Card Sorting
Desirability Studies
Customer Feedback
Intercept Surveys
Online Surveys
Usability Lab Studies
Comparative Analysis
/ Eyetracking Clickstream Analysis
A/B Testing
Heatmap
Contextual Inquiry
Ethnographic Field Studies
Concept Testing
Usability Test

8. Designing without research
is like getting into a taxi
and just saying: "Drive".
– Nate Bolt
Ethnio Founder
“
”

9. ✻ USER RESEARCH • USEFUL BOOKS
• BAXTER, K. COURAGE, C. CAINE, K. – Understanding Your Users – A Practical Guide to User Requirements. New York: Ed. MK/Elsevier, 2004. ✴
• GOLDENBERG, Mirian. A arte de pesquisar: como fazer pesquisa qualitativa em ciências sociais. 5ª ed. Rio de Janeiro: Record, 2000. 🅱
• HAGUETTE, Teresa Maria Frota. Metodologias qualitativas na Sociologia. 5a edição. Petrópolis: Vozes, 1997.
• HAY, Luke. Researching UX: Analytics - Understanding Is the Heart of Great UX. Melbourne: SitePoint, 2017.
• KUNIAVSKY, Mike et al. Observing the User Experience: A Practitioner's Guide to User Research. 2º ed. San Francisco: Morgan Kaufmann, 2012. ✴
• LANG, James. HOWELL, Emma. Researching UX: User Research. Melbourne: SitePoint, 2017. 🅱
• LADNER, Sam. Mixed Methods: A short guide to applied mixed methods research. New York: Ed. Sam Ladner, 2019. ✴
• NUNNALLY, Brad. FARKAS, David. UX Research: Practical Techniques for Designing Better Products. New York: O'Reilly, 2016. 🅱
🅱 Basic ✴ Good to have
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10. “Profissional de UX pode ser detetive, cientista,
designer e o mais importante, um(a) pesquisador(a)
dos objetivos e necessidades humanas.”
Thanks for
watching
🤘😄
@fnazario | flavio nazario