Column: Insights from Research

Both qualitative and quantitative methods of user research play important roles in product development. Data from quantitative research—such as market size, demographics, and user preferences—provides important information for business decisions. Qualitative research provides valuable data for use in the design of a product—including data about user needs, behavior patterns, and use cases. Each of these approaches has strengths and weaknesses, and each can benefit from our combining them with one another. This month, we’ll take a look at these two approaches to user research and discuss how and when to apply them. Read More

Focus groups have gotten a bad rap over the years as UX research has shifted away from this very traditional method of market research. But focus groups can be quite useful for UX research if we approach them properly. This month, we’ll talk about ways you can get the most out of focus groups and apply the method properly to avoid the pitfalls that many people commonly encounter. Read More

Adoption is key to the success of products and services. When clients come to us to evaluate a concept, prototype, or completed product, the evaluation really boils down to one fundamental question: Will people use it? We think of adoption as continuous use throughout a product’s expected lifecycle. Thus, adoption is different from purchase behavior, which does not take a product’s actual usage into account. In evaluating products, we emphasize adoption over purchase behavior because adoption tends to lead to other important user behaviors such as customer loyalty, future purchases, and customers’ becoming brand advocates. In our experience, there are four factors that directly affect adoption: perceived value, confidence, accessibility, and trust. By understanding and assessing each of these factors, you can gain insight into how to maximize adoption. Read More