We like to keep our user research as lean as possible, doing just enough to learn what we need to, before moving on the next highest priority. We create hypotheses to keep our research focussed and use quick-turnaround methods like guerilla and remote usability testing to keep pace with delivery.
Ensuring that everyone in the team has a common understanding of the users is fundamental to the success of any product or service. As well as planning and facilitating the research itself, our researchers also ensure that everyone in the team is able to get involved and insights are shared regularly across the organisation.
Depending on what we’re trying to learn, or where we are in the development cycle we pick the most appropriate research method for the job. This could be generative or evaluative, quantitative or qualitative, and behavioural or attitudinal.
58% of companies conduct user research less than once a quarter. User research should be a continuous activity that provides regular insights regardless of whether you’re defining a ground-up customer experience strategy, starting a new product discovery or running a live service.