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| User research |
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| Market research |
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| Market research |
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| Qualitative research is used for: |
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| • Generating new insights and observations about the lives of your consumers, that will help you to communicate more effectively, design better products and services and locate new opportunities. |
| • Developing new understanding of the targeted market about what they are doing and how they go about it. |
| • Understanding problems and obstacles with your products and services. |
| • Explaining unexpected findings distant from pre-conceived ideas. |
| • Knowing the language and vocabulary of the consumer. |
| • Elaborating on user’s testing protocol. |
| • Refining design process and methodology. |
| • Explaining consumer’s satisfaction statistics. |
| • Gaining value from your investment in qualitative research. |
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| Ways to make your qualitative research successful |
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| • Have clear goals: The more clarity you have about how you will use the findings of the research, the better your research will be. |
| • Be open-minded: Unexpected findings are the best starters to innovate successfully. Do not restrict your research to pre-conceived design directions. |
| • Use proposition: Using a proposition about what may be happening helps make the research better. |
| • Involve your team: You and your team will gain advantage if you all work on the research. |
| • Know your objective: You will be able to extract maximum benefits through the research by way of better design strategy, products, services, marketing and communication. |
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| Quantitative research is used for: |
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| • Understanding how many consumers share a set of behaviours or attitudes. |
| • Estimating the size of a market by projecting survey statistics to a targeted group. |
| • Defining the size of a market segmentation. |
| • Utilising statistical methods that will tell you which variables are more important than others in determining decisions. |
| • Getting numbers, percentages, tables and graphs to support business decisions. |
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