User research focuses on gathering information about your target audiences in order to learn more about their behaviours, needs, challenges and preferences.
Understanding your user is an integral part of any successful business. User research methods enable you to gain invaluable insights into different topics such as behaviours, challenges, satisfaction, expectations and more. Analysis of these findings can then be used to test assumptions and to guide informed decision-making.
Introduction to user research
The purpose of user research is to understand the perspective of your target audience(s) to then provide guidance on creating or improving products, services and experiences that meet user expectations.
What is user research, and why is it important?
The valuable insights and actionable feedback gained from usability testing enable our team to make necessary adjustments to enhance the user experience and, as a result, increase engagement, improve user satisfaction, and overall business success.
Benefits of user research
Understanding your audience leads to more effective user-centric decision-making. In turn, this can lead to higher rates of user satisfaction and engagement.
The 5 stages of user research
Stage 1: Define the goals and objectives of the research
We first look to define the purpose, aim and objectives of the research clearly. This enables us to ensure the correct research method or methods are selected to uncover the information required, as well as tie back recommendations to answer the objectives of the activity.
Stage 2: Research plan and script
We then create the research plan, which outlines the activity, including the research method, objectives, process, responsibilities, dates and locations. The research plan also documents who should participate in the research, once participants have been identified, MiC can support with setting up sessions. From this, we then create the script in line with the method selected, which is shared with stakeholders to review prior to the research being conducted.
Stage 3: Conducting the research
MiC will conduct the research, which may take different formats depending on the method selected. This may be conducted in the users’ environment, in a research lab or remotely by our experienced strategy and research team.
Stage 4: Analysis
Following the completion of the research, we will then synthesise and analyse the findings to identify themed insights. It is these insights that guide the definition of actionable recommendations and look to answer the research objectives.
Stage 5: Reporting
Our analysis and recommendations are then documented within an in-depth report which outlines the methodology, objectives, insights and recommendations. This is presented back to key stakeholders to support discussion around recommendations and ensure aligned understanding.
Firstly, we define the purpose and goals of the research. From this, if not already clear, we can select the most appropriate user research method. We then develop a research plan documenting the objectives, methodology, participant criteria, and any other relevant information prior to developing the research script. Once the research is complete, we conduct a comprehensive analysis of the research to inform evidence-led insights and recommendations. Finally, we create an in-depth report, which is presented back to stakeholders to share insights and discuss recommendations and next steps.
Why choose Make it Clear
At Make it Clear, we take an evidence-based approach to everything we do. Understanding your organisation, audiences, and the context in which they interact is paramount to the way we work and deliver a best-in-class user experience.