StrategyPlanningProcessAgile
When to Research: A Guide for Product Teams
Don't wait for the beta. The 3 critical moments to test: Concept (Generative), Prototype (Formative), and Live (Summative).
By Marc Busch, MSc·Apr 15, 2026
ReadMethods, Guides, and Strategic Insights. Evidence-based resources to elevate your research practice.
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 goal of good research is to define and recruit homogeneous segments. Understanding variables, demographic, behavioral, attitudinal, psychographic, is how you get there.
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.
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.
Everything we know about running research that actually changes products — packed into one honest, practical guide.
Our team can help you apply these methods to your specific challenges. Book a complimentary strategy session.
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