Methods, Guides, and Strategic Insights. Evidence-based resources to elevate your research practice.
Before you begin any study, you must define its scope. This involves identifying the Layer of Experience you will focus on, from broad customer journey down to individual task steps.
One of the most common points of friction is not about budget or methods, it is about timing. Your core job is to reframe research from a single, disruptive event into a continuous, value-adding loop.
You will always introduce bias into your research, that is unavoidable. The goal is not elimination but management. Understanding the difference between systematic and unsystematic error is what makes findings trustworthy.
Good research does not happen by accident. The research plan is the single most important tool for avoiding unfocused, low-impact research, and for ensuring your work drives real decisions.
The goal of good research is to define and recruit homogeneous segments. Understanding variables, demographic, behavioral, attitudinal, psychographic, is how you get there.
Our work gives us the privilege of entering other people's lives. With that privilege comes profound ethical responsibility, especially in the age of AI tools and cloud-based analysis.
Market research, UX research, CX research, product research, are these different things? At their core, they are all related methods for gathering data to reduce uncertainty. The key is understanding what each is best suited for.
Good research is not a series of disconnected activities, it is a cohesive process that transforms business questions into actionable insights. This is the map for that journey.
The quality of your research is directly tied to the quality of your participants. Recruiting is not an administrative task, it is a methodological decision that determines whether your findings will generalize.
Don't wait for the beta. The 3 critical moments to test: Concept (Generative), Prototype (Formative), and Live (Summative).
The idea that you only need five users is one of the most famous, and most misunderstood, heuristics in UX research. Here is what the numbers actually mean and when they apply.
The structure of your study, who sees what, and in what order, determines what conclusions you can draw. Understanding the trade-offs between study designs is fundamental to research craft.
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