This is an introduction to the fundamentals of doing customer research for AgileUX teams. We talk about the reasons for doing real research, how to conduct on-site contextual interviews, the process to use, and how to analyze and social the results from the research.
Research is usually conducted to gain a deep understanding of the client’s target users in order to apply a customer-centered approach to the strategic development of the client’s brand and product in the context of an Agile development process. In addition, research seeks to reveal insights into how the target customers user products in their particular context and feed those findings immediately into the scrum's decision-making and development process.
User Research takes the position than human behavior and the ways in which people construct and make meaning of their worlds and their lives are highly variable, locally specific as well as intersubjectively reflexive. In AgileUX Product design, contextual inquiry and other methods of user research asserts that we must first discover what people actually do, the reasons for doing it, and just as importantly, how they feel while doing it, so that AgileUX Teams are always making product design decisions on actual customer feedback and behavior, and not opinion or instinct.