The user research types are focused according to the result type they produce, there are some direct or indirect , which provide easy or difficult data to analyze, which are very measurable or more subjective , there are others that show you what users think and others that works better to see what they say and some better to create with users .
For this reason, the following categories were defined based on the type of data they measure and are very useful in order to define the type of user research that can be used :
Quantitative – tells you how much and how much:
The type of interaction with the users is direct , the analysis is analyzed from statistics and mathematics point of view. It tells, where are problems, but it does not tell you the reason why there are problems, this happens because we use closed questions .
Some of the quantitative user research are:
- Usability tests
- Attractiveness studies
Qualitative – Tells you what, how and why
Once you identify a user interacting with the product, it is possible to analyze and investigate improvements . The analysis is not mathematical and is based on the criteria of the team and the observer, it helps you draw conclusions based on the behavior.
Some of the qualitative user research are:
- Contextual immersions
Actitudinal – Tells you what people say and think.
It helps to understand the changes in the beliefs of the people, also helps to measure the importance towards certain features of your product or service.
Some of the attitudinal user research are:
- Surveys :
- Card Sorting
- Attractiveness study
Behavioral – Tells you what people do.
It helps to understand how people do things , observe the specific behavior of users and see how people perform in their context , this type of research requires some degree of interpretation .
Some of the types of behavioral research are:
- Usability Test
- Tests A / B
To choose the usability test, it can be divided into 4 quadrants depending on whether it is attitudinal or behavioral + Qualitative or quantitative.
This can help to evaluate the type of results that the investigations throw out, understanding if they learn what they think vs. what they say and if interpretation is needed or is subjective.
This guide is the summary of the User Research course. Unbeatable course to understand this incredible discipline at the hands of Misael León at platzi.com/cursos/user-research .