4 types of research methods all designers should know

Remember that fifth grade science project where you learned about primary research for the first time? Like most things we learned in elementary school, you probably didn’t expect it to creep back into your day-to-day adult life

However, in reality, designers have to conduct research and analyze data all the time.

Conducting research on design is vital for optimizing user experience. It assists in comprehending your customers' actions and transforming them into usable insights for enhancing your design.

There are countless methods for gathering customer data. Listed below are four of the most frequently used research techniques that designers should be familiar with:

Primary research

Arguably the most crucial technique in design research is when you or your team personally approach the source (your customers) to inquire and collect information. Frequently, the aim is to gain a deeper understanding of the individuals you are designing for or to confirm the validity of your ideas with the ultimate user.

Some examples of primary research include:

Interviews

Conducting individual interviews is an excellent way to begin gathering primary research. The main three types of interviews are directed, non-directed, and ethnographic. Interviews conducted in person are the most frequently used method and adhere to the traditional question and answer style. Indirect interviews are utilized in situations where participants may be uneasy with direct inquiries. Rather than being structured as a typical interview, this conversation has some general guidelines in place. Ethnographic interviews consist of watching individuals in their usual surroundings (similar to the contextual inquiry method discussed below).

User groups

Structured interviews involving three to six participants, also referred to as focus groups. A moderator leads the conversation, offering both spoken and written feedback during the activities. This research approach is most effective when you require a large amount of user feedback quickly.

Contextual inquiry

Initially, you inquire about standard questions to users, then you observe them conducting their daily activities in their natural setting. You want to observe people completing tasks while they describe their actions and reasoning, not just interview or observe them. This kind of research is particularly crucial at the start of the design phase to understand users' needs and their engagement with comparable tools or services.

Asking users to document their own experience will help you see your product through their eyes.

Diary study

Participants are requested to maintain a diary for an extended duration, which can range from a week to a month or more, to record detailed information about their activities. Collecting data from diaries through in-situ logging involves users reporting all activity details as they are completed, making it the easiest method.

“Design research helps you understand your customers’ behavior and turn it into actionable insights to improve your design.”

Usability testing

Once you have progressed further in the design process and have a prototype ready to share, usability testing allows you to release the design into the unknown to gather feedback. In this scenario, you will request potential or existing users to perform a series of tasks with your prototype.

Secondary research

Secondary research refers to the utilization of pre-existing data such as books, articles, or online resources to confirm or bolster prior research efforts. You can enhance your design choices by utilizing secondary research to support your case and gain further understanding beyond what was learned in primary research.

Work with existing content, like presentations or articles, to present a strong case for your design choices.

Starting this research method is both fast and inexpensive—all that's required is access to the internet or a library card. Nevertheless, difficulties with secondary research may arise from difficulties in locating the required information or working with outdated and low-quality data. Here are some options for gathering secondary research:

• Data that is stored within your organization, such as your company database, sales reports, or historical records
• Data provided by the government or governmental agencies
• Research facilities at universities
• Esteemed periodicals and journals

Generative or exploratory research

Generative research, also referred to as exploratory research, is centered on gaining a more thorough comprehension of user needs and desires. It typically occurs at the start of the design project, where you must address fundamental questions such as, "What issue are we resolving for our customers?" The discovery phase assists in determining a design hypothesis and confirming it with customers. Sometimes the outcome or answers may not be clear, but they will provide a solid basis for making future design decisions.

Generative research and primary research often have overlapping goals as the main objective of generative research is to engage with users in conversation. Some instances of generative research comprise interviews, user groups, surveys, and contextual inquiries.

Evaluative research

Once you have collected your generative research, you are ready to create a solution for your customers. Evaluative research enables you to assess the solution by providing users with the chance to "evaluate" your prototype. Your objective is to gather feedback in order to enhance and refine the design process. A common method for conducting evaluative research is to have individuals use your product or service while vocalizing their thoughts, which is a form of primary research. An excellent illustration of this approach to research is usability studies. No matter the evaluative research type you select, there are two options: summative and formative. Summative assessment focuses on the end result, while formative assessment is geared towards improving the concept being evaluated.

Keep asking questions

What criteria do you use to select a research method? The outcome hinges on the subject matter you are attempting to understand. You can begin with initial research and discover that additional inquiries arise upon gaining a deeper understanding of your customers (which is beneficial!). These fresh inquiries will assist you in determining your next learning objectives. If you're unsure, it's best to stick with the questions.