User Experience Research

We start with discovery workshops to understand your business objectives, user questions, and project constraints. Our Experience Thinking framework guides us to design research that connects brand, content, product, and service experiences. We consider your timeline, budget, and the specific decisions the research needs to inform, then recommend the most appropriate mix of qualitative and quantitative methods.

Tip: Before engaging any research team, clarify what specific business decisions the research should inform - this will help determine the most valuable approach.

Our approach is grounded in Experience Thinking, which takes a holistic view of how people interact with your organization across all touchpoints. Rather than focusing on isolated interactions, we examine the complete experience lifecycle - from awareness through purchase to ongoing relationship. This connected approach, outlined in Tedde van Gelderen's Experience Thinking book, ensures research insights translate into coherent, end-to-end user experiences.

Tip: Look for research teams that understand how individual touchpoints connect to create the overall experience journey.

We begin every project by understanding your business strategy and how user experience contributes to your success. Our research questions directly connect to your business objectives, whether that's improving conversion rates, reducing support costs, or increasing user engagement. We translate business goals into user-focused research questions that provide actionable insights for product development and strategic decisions.

Tip: Insist on seeing how research questions map to specific business outcomes before any research begins.

We use both qualitative and quantitative methods depending on your research objectives. Discovery methods include user interviews, ethnographic observation, contextual inquiry, and surveys. For validation, we employ usability testing, concept testing, and A/B testing. Our approach combines attitudinal research (what people say) with behavioral research (what people do) to provide complete user insights.

Tip: The best research combines multiple methods to triangulate findings and reduce the risk of making decisions based on incomplete data.

Complex B2B products require deep understanding of workplace contexts, decision-making processes, and varied user roles. We use contextual inquiry to observe real work environments, conduct stakeholder interviews across the decision-making chain, and map complex user journeys that span multiple touchpoints. Our experience with regulated industries like healthcare, finance, and aviation has taught us to navigate complex organizational structures.

Tip: For B2B research, ensure your team understands the difference between end users and decision makers, and includes both in the research process.

We work with your team to define precise user profiles based on your target audience. Our recruitment process includes screening questionnaires, demographic targeting, and behavioral criteria to ensure participants represent your actual users. We maintain relationships with research facilities and participant databases, and can also recruit from your existing user base when appropriate.

Tip: Participant quality is crucial - invest in proper screening even if it means fewer participants, as insights from the right users are more valuable than data from the wrong ones.

We offer flexible research approaches that can fit various timelines. For tight deadlines, we use rapid research methods like guerrilla testing or focused user interviews. For longer projects, we conduct more thorough ethnographic studies or longitudinal research. Our UX Testing Sprint approach can provide usability insights in just one week, while our standard research projects typically take 3-6 weeks.

Tip: Consider that rushed research can lead to incomplete insights - if timeline is fixed, prioritize the most critical research questions rather than trying to answer everything quickly.

Your team's involvement varies by project phase. We need significant input during research planning and objective setting. During data collection, we may need subject matter experts for context or technical questions. Your involvement is most crucial during analysis and interpretation, where your business knowledge helps us understand the implications of findings. We schedule regular check-ins to keep you informed and engaged.

Tip: The best research outcomes happen when internal teams are actively involved in interpreting findings, not just receiving reports.

Discovery of incorrect assumptions is actually a research success - it prevents costly mistakes later in development. We present all findings objectively, even when they contradict initial hypotheses. Our role is to help you understand what the data means and explore alternative approaches. Experience Thinking teaches us that early course corrections are far less expensive than post-launch fixes.

Tip: Welcome research findings that challenge assumptions - they often lead to breakthrough insights and stronger products.

We use multiple methods to minimize bias and ensure research quality. Our protocols include standardized interview guides, multiple researchers for important sessions, and systematic analysis processes. We separate data collection from analysis phases, use diverse participant pools, and validate findings through multiple methods. Our experienced researchers are trained to recognize and mitigate common research biases.

Tip: Ask to see examples of how research teams have handled conflicting data or unexpected findings - this reveals their approach to maintaining objectivity.

Yes, we often conduct research with existing customers to understand their experience and identify improvement opportunities. We work with your customer success team to identify appropriate participants and ensure research doesn't disrupt customer relationships. Customer research provides valuable insights into real-world usage patterns and can reveal opportunities for upselling or feature development.

Tip: Customer research requires careful messaging - frame it as seeking their input to improve their experience rather than identifying problems.

International research requires cultural sensitivity and local expertise. We adapt research methods to be culturally appropriate, use local research partners when needed, and ensure materials are properly translated and culturally relevant. We consider cultural differences in communication styles, technology usage, and decision-making processes that might affect research outcomes.

Tip: Don't assume research methods that work in one culture will work in another - cultural adaptation is essential for valid international research.

We choose research methods based on what will provide the best insights for your specific objectives. Remote research allows access to geographically diverse participants and natural environments, while in-person research enables deeper observation and rapport-building. We often combine both approaches, using remote methods for broader reach and in-person methods for complex interactions or sensitive topics.

Tip: Consider your users' natural environment when choosing research methods - remote work tools should be tested remotely, while physical products may require in-person observation.

We follow strict data protection protocols including secure data storage, participant anonymization, and clear consent processes. All research materials are stored securely and shared only with authorized team members. We comply with relevant privacy regulations and can sign additional confidentiality agreements when required. Participants always have the right to withdraw from research.

Tip: Verify that your research partner has clear data protection policies and can demonstrate compliance with relevant privacy regulations.

Our analysis process combines systematic data review with collaborative interpretation. We use structured analysis frameworks to identify patterns, themes, and insights across all research data. The Experience Thinking framework helps us understand findings within the context of the complete user experience lifecycle. We involve your team in interpretation sessions to ensure findings are relevant and actionable.

Tip: Look for research teams that can show you their analysis process - transparent methodology builds confidence in findings.

Our research deliverables include comprehensive reports with findings, insights, and recommendations. We create user personas, journey maps, and other visualization tools that bring research to life. All deliverables are designed to be shared across your organization and referenced throughout the product development process. We also provide presentation materials for sharing findings with stakeholders.

Tip: Ensure research deliverables are in formats your team can easily use and reference - static reports that sit on shelves don't drive action.

We prioritize findings based on their impact on user experience and business outcomes. We consider factors like frequency of issues, severity of impact, and alignment with business objectives. Our recommendations include implementation difficulty and expected return on investment. We help you create an actionable roadmap that balances quick wins with longer-term strategic improvements.

Tip: Ask for findings to be prioritized based on both user impact and business feasibility - this helps focus implementation efforts where they'll have the most effect.

Conflicting findings often reveal important nuances about user needs or different user segments. We investigate conflicts by examining participant characteristics, usage contexts, and research methods. Sometimes conflicts indicate that different solutions are needed for different user groups. We present conflicts transparently and help you understand what they mean for your product strategy.

Tip: Don't ignore conflicting findings - they often point to important user segments or use cases that need different solutions.

The gap between what users say and what they do is common in research. We use behavioral observation methods alongside interviews to understand this disconnect. Often, users aren't fully aware of their own behavior patterns, or they express aspirational rather than actual behavior. Our mixed-method approach reveals these gaps and helps design for actual behavior rather than stated preferences.

Tip: Always validate stated preferences with behavioral data - what people do is often more predictive than what they say they'll do.

We translate research insights into specific design implications and recommendations. Our findings don't just identify problems - they suggest solutions. We connect user needs to design principles, create design requirements based on research insights, and provide guidance for design teams. Our Experience Thinking approach ensures recommendations consider the complete user journey, not just individual touchpoints.

Tip: Look for research that provides clear design direction, not just problem identification - actionable insights drive better outcomes.

We help establish metrics that connect research insights to business outcomes. This might include usability metrics, conversion rates, customer satisfaction scores, or support ticket reduction. We recommend baseline measurements before research and follow-up measurements after implementation. Our goal is to demonstrate how research-driven design decisions impact both user experience and business performance.

Tip: Establish success metrics before research begins so you can measure the impact of research-driven improvements.

Experience Thinking is our innovation framework that examines how people experience your brand, content, products, and services as connected elements. In UX research, this means understanding not just individual interactions but how they connect to create the complete user experience. Rather than optimizing isolated touchpoints, we research the entire experience lifecycle to identify opportunities for creating connected, meaningful experiences.

Tip: Choose research approaches that consider the complete user journey, not just individual product features or pages.

Traditional UX research often focuses on specific interfaces or interactions. Experience Thinking takes a holistic view, examining how brand perception, content quality, product usability, and service delivery work together. We research the experience from the user's perspective across all touchpoints, helping you understand how disconnects between different areas affect overall user satisfaction and business outcomes.

Tip: Look beyond individual touchpoint optimization to understand how different parts of the experience connect and reinforce each other.

Experience Thinking examines four connected areas: Brand Experience (how people feel about your organization), Content Experience (how information is packaged and consumed), Product Experience (how usable and enjoyable your products are), and Service Experience (how people interact with your services). Research in each quadrant reveals opportunities to create more connected, coherent experiences.

Tip: Audit your current research to see which quadrants you're covering - gaps in any area can create experience disconnects.

We map the complete journey from initial awareness through ongoing relationship. Our research examines how people move from customer to user to loyal advocate. We identify experience points throughout this lifecycle, understanding what matters most at each stage. This approach helps optimize not just the purchase experience but the entire relationship with your organization.

Tip: Don't stop research at the purchase point - understanding the complete lifecycle reveals opportunities for retention and advocacy.

Experience Thinking helps identify which research investments will have the greatest impact on the overall experience. By understanding how different experience elements connect, we can prioritize research that addresses the most critical experience gaps. This prevents scattered research efforts and ensures investigations focus on areas that will improve the complete user experience.

Tip: Use a framework like Experience Thinking to ensure research investments align with overall experience strategy rather than addressing isolated issues.

Yes, Experience Thinking is particularly valuable for B2B research because business relationships are often long-term and complex. We research how brand perception affects vendor selection, how content supports decision-making, how products integrate into workflows, and how service delivery affects renewal decisions. This connected view helps B2B organizations understand the complete customer experience.

Tip: B2B relationships involve multiple touchpoints and decision-makers - research should examine the experience from all stakeholder perspectives.

We measure success by how well research insights translate into connected experience improvements. This includes traditional metrics like usability scores and conversion rates, but also measures of experience coherence and user satisfaction across touchpoints. We track how research-driven changes affect the complete user journey, not just individual interactions.

Tip: Establish metrics that measure experience coherence across touchpoints, not just individual interface improvements.

Qualitative methods help answer 'why' questions and provide deep insights into user motivations and behaviors. Use them for discovery research, understanding complex workflows, or exploring new concepts. Quantitative methods answer 'what' and 'how many' questions, helping validate findings and measure impact. The best research combines both approaches to provide complete understanding of user needs and behaviors.

Tip: Start with qualitative research to understand the landscape, then use quantitative methods to validate and measure what you've learned.

User interviews involve structured conversations about experiences, preferences, and needs. Contextual inquiry combines observation with interviews, watching users in their natural environment while they explain their actions. Contextual inquiry is particularly valuable for understanding complex workflows and identifying gaps between what users say and what they do. Both methods provide valuable but different types of insights.

Tip: Use contextual inquiry when you need to understand complex processes or when there might be gaps between stated and actual behavior.

Usability testing evaluates how well users can complete specific tasks with your product. User interviews explore broader experiences, motivations, and needs. Use usability testing when you have a specific interface to evaluate and clear tasks to test. Use interviews when you need to understand user goals, workflows, or decision-making processes. Often, combining both methods provides the most complete insights.

Tip: Consider your research questions - if you're asking 'can users do this?' use usability testing; if you're asking 'why do users want this?' use interviews.

Ethnographic research involves observing users in their natural environment to understand real-world behavior and context. It's particularly valuable for complex products, B2B software, or when you need to understand workflows and environmental factors. Ethnographic methods reveal insights that users might not be conscious of or able to articulate in interviews.

Tip: Use ethnographic research when context is crucial to understanding user behavior, especially for products used in complex work environments.

Remote research requires different techniques but can be highly effective. We use video conferencing for interviews, screen sharing for usability testing, and digital tools for collaborative activities. Remote research allows access to geographically diverse participants and observation of users in their natural environment. We adapt our methods to work effectively in remote settings while maintaining research quality.

Tip: Remote research works best when participants are comfortable with technology and when you can clearly observe their interactions with your product.

We use surveys to gather quantitative data about user preferences, behaviors, and satisfaction. Surveys are valuable for validating qualitative findings with larger sample sizes and for tracking changes over time. We design surveys carefully to avoid bias and ensure questions align with research objectives. Surveys work best when combined with other research methods for complete understanding.

Tip: Use surveys to validate qualitative findings or track metrics over time, but don't rely on them alone for understanding complex user needs.

Different user types require different research approaches. Expert users can provide detailed workflow information but might not represent typical users. Novice users reveal onboarding challenges but might not understand advanced features. We adapt our methods based on user expertise, comfort with technology, and research objectives. Mixed-user research often provides the most complete picture.

Tip: Consider the expertise level of your research participants and adapt your methods accordingly - experts and novices will provide different but equally valuable insights.

We integrate closely with your existing teams, sharing research insights throughout the project. Our researchers can work embedded with your design team or provide regular consultations. We adapt our communication style and deliverables to fit your team's workflow. Our goal is to enhance your team's capabilities while providing external expertise and objectivity.

Tip: Look for research partners who can adapt to your team's working style rather than forcing you to adapt to theirs.

We maintain regular communication throughout research projects with scheduled check-ins, progress updates, and preliminary findings sharing. You'll have direct access to our research team for questions and clarifications. We provide milestone reports and can arrange stakeholder presentations. Our goal is to keep you informed and engaged throughout the research process.

Tip: Establish clear communication expectations upfront, including frequency of updates and preferred communication channels.

Yes, we offer UX research training through our certification programs and custom workshops. Our training covers research methods, participant recruitment, interview techniques, and analysis approaches. We can provide ongoing mentorship to help your team develop research capabilities. Our goal is to build your internal research capacity while providing external support when needed.

Tip: Consider building internal research capabilities alongside external research support to create a sustainable research program.

We work within budget constraints by prioritizing the most critical research questions and selecting efficient research methods. We might recommend rapid research techniques, smaller sample sizes, or phased approaches that spread costs over time. Our goal is to provide valuable insights within your budget constraints rather than compromising research quality.

Tip: Be clear about budget constraints upfront - good research teams can design effective studies within various budget ranges.

We build flexibility into our research processes to accommodate changing requirements. When project scope changes, we assess the impact on research objectives and methods. We communicate changes clearly and adjust timelines and deliverables accordingly. Our goal is to maintain research quality while adapting to your evolving needs.

Tip: Expect some project changes but work with your research team to understand how changes affect research quality and outcomes.

We don't just deliver research findings - we help ensure they're actionable and implementable. We work with your team to prioritize recommendations, create implementation roadmaps, and provide ongoing consultation during implementation. Our research deliverables include specific design guidance and success metrics to track implementation effectiveness.

Tip: Choose research partners who remain engaged through implementation, not just during data collection and analysis.

We provide ongoing support to help you get maximum value from research investments. This includes follow-up consultations, additional analysis as questions arise, and support during implementation. We can also conduct follow-up research to measure the impact of changes made based on initial findings. Our goal is to ensure research insights drive meaningful improvements.

Tip: Consider the long-term value of research partnerships beyond individual projects - ongoing relationships often provide the most value.

We help establish metrics that connect research insights to business outcomes. This might include increased conversion rates, reduced support costs, improved user satisfaction, or decreased development time. We recommend baseline measurements before research and follow-up measurements after implementation. While exact ROI can be difficult to calculate, we focus on demonstrating research's contribution to business success.

Tip: Establish clear success metrics before research begins so you can measure the impact of research-driven improvements on business outcomes.

We have extensive experience with research projects that have delivered measurable business improvements. Our case studies show increased conversion rates, reduced support costs, improved user satisfaction, and decreased development time. We can provide references from clients who have seen significant business impact from research-driven design decisions. Our track record demonstrates research's value for business success.

Tip: Ask for specific examples and case studies that demonstrate how research has improved business outcomes for similar organizations.

Building a research-driven culture requires education, process integration, and ongoing support. We help organizations understand the value of user-centered design, integrate research into development processes, and build internal research capabilities. Our training programs and mentorship help teams develop research skills. We work with leadership to establish research as a core business function.

Tip: Culture change takes time and leadership support - ensure research initiatives have executive sponsorship and clear organizational commitment.

Long-term UX research investment creates sustainable competitive advantages. Organizations develop deeper user understanding, make better product decisions, and build stronger customer relationships. Research-driven design reduces the risk of product failures and creates products that users genuinely want. The cumulative effect is stronger market position and more loyal customers.

Tip: Think of UX research as building organizational knowledge and capabilities, not just solving immediate problems.

UX research reveals unmet user needs and identifies opportunities for innovation. By understanding user frustrations and aspirations, research guides the development of new products and features. Our discovery research methods help identify market opportunities that might not be obvious from internal perspectives. Research-driven innovation is more likely to succeed because it addresses real user needs.

Tip: Use research not just to improve existing products but to identify opportunities for breakthrough innovations that address unmet user needs.

UX research directly contributes to customer satisfaction by ensuring products meet user needs and expectations. By understanding user goals and frustrations, research guides design decisions that improve user experience. Better user experience leads to higher customer satisfaction, increased loyalty, and positive word-of-mouth. Research helps create products that users actually want to use.

Tip: Track customer satisfaction metrics alongside UX research initiatives to demonstrate the connection between research and customer outcomes.

We demonstrate research value through clear connections to business outcomes and concrete examples of research impact. We start with pilot projects that show quick wins, present findings in business terms, and track metrics that matter to stakeholders. Our case studies and references help skeptical stakeholders understand research's contribution to business success. We focus on practical value rather than theoretical benefits.

Tip: Start with small, high-impact research projects that demonstrate value quickly, then build on those successes to gain broader organizational support.