End user research is an important practice for virtually any business, as the data gained from it can help you to make informed decisions that increase brand awareness, improve UX, boost engagement, and ultimately drive new custom.
Just some of the benefits that different user research methods can provide include:
- Understanding how potential customers perceive your brand
- Measuring overall brand awareness in your target market
- Gaining insight into customer satisfaction
- Discovering customers’ unmet needs or unsolved problems
- Learning how to better engage and connect with customers.
Types of user research
There are many different techniques and ways in which user research can be carried out, but typically it all falls under one of two categories: qualitative or quantitative research.
This type of user research provides data which is measurable, usually in the format of fractions or percentages. Typically, quantitative research involves surveys or scale-based questionnaires that are put out to users. As an example, this could mean hosting a poll on your website, and directing existing customers to it through an email campaign, in order to gain insight into their level of satisfaction with and perception of your business. Of course, the exact format of any quantitative research could vary depending on the reason for carrying out research, and the nature of the information you’re trying to discern.
Qualitative user research
This type of user research produces results that cannot be measured in numbers, for instance opinions or general comments. Often, this data is acquired through open questionnaires, focus groups, or usability testing. It is useful for a deeper understanding customers’ feelings and viewpoints, and can often result in unexpected, yet valuable, data.
Sometimes qualitative research can produce quantitative data, for instance, in a usability test, you may discover that 10% of participants were unable to complete a certain function on your website.
Our user research techniques
We use a number of user research tools and techniques to gather user data. This ultimately allows us to make provide clients with informed recommendations and effective user-centric services. Some of our user research techniques include:
- Remote usability testing
- Lab-based usability testing
- Discovery workshops
- Focus groups
- Web analytics.
If you want to carry out user research in order to gain understanding about your customers and learn how your business can better connect with them, then EdgeThreeSixty can help.
We can help you to gain practical information and data through our quantitative and qualitative user research services, help you to interpret the data into tangible actions, as well as assist in making any necessary adjustments – so that you can, ultimately, reap the benefits.