Top 10 most useful types of user research methods

What is user research?

User research is gathering insights about users’ behaviours, needs, motivations, and pain points through various qualitative and quantitative methods. The goal is to design products and services that are functional, intuitive, and satisfying to use.

It’s not just about asking questions – it’s about digging deeper to understand the "why" behind user actions and decisions. This insight informs better design decisions, enhances user satisfaction, and drives business success.

What are the user research methods?

Now that you know user research, it's time to become more familiar with its methods. User research methods are the tools and techniques used to uncover insights about your target audience. These methods vary in approach, from exploratory and generative techniques that inspire design to evaluative methods that test usability.

Choosing the correct method depends on the stage of your design process and the type of questions you’re seeking to answer. Are you exploring what your users need? Or are you validating if your solution works? Each method offers unique advantages tailored to different goals.

The most common types of UX research

Before discussing the actual methods, let's talk about the types of user research. Every method falls under one type, which reflects different goals and objectives. There are two main types of research: Qualitative and Quantitative. What's even more, all user research methods fall under one of these types. However, those are not the only ones. There are also Behavioural, Attitudinal, Generative, and Evaluative types. Now, we'll dive into the details of each one of them.

Qualitative research

It aims to comprehensively understand the user through various methods, such as interviews, observation, and focus groups. To help UX designers understand user needs, qualitative research is conducted at the beginning of the design process to inform them of user behaviour, motivations, and attitudes. The results are usually reported in narrative form. Focusing on the user's experience with the product makes it easier to identify their needs and pain points. UX designers can also use the findings from qualitative research early in the design process to ensure that product design is user-centric from the beginning.

Quantitative research

Quantitative research uses numerical data and statistical analysis to understand and explain how users interact with digital products. It aims to recognise patterns and trends in user behaviour, assess the efficiency of design solutions, and make data-driven decisions about product development. When it comes to User Experience, quantitative research is precious. It guarantees objectivity in measuring user behaviour and attitudes as it relies on data and statistics.

To learn more about those research types, visit our Digital 101 page, where we discuss both in detail.

There are also some additional types of user experience research, such as:

• Behavioural research – combines quantitative and qualitative methods to measure human behaviour, gather new data, and analyse the effects of active treatment situations on human behaviour.
• Attitudinal research – a valuable tool for understanding individuals' attitudes, beliefs, and opinions on specific topics or issues. It offers insights into the motivations behind people's behaviours. It assists organisations in developing effective strategies to influence or change those behaviours.
• Generative research – focuses on creating new ideas and concepts to enhance the design process and develop new products based on user behaviour, needs, and motivations.
• Evaluative research – involves validating concepts, testing prototypes, and assessing whether your project is on the right track.

The 10 best methods and when to use them

Before we delve into the specific methods, it’s important to note that traditional ethnographic methods (field methods) are seldom utilised in user experience research. Instead, we typically rely on techniques such as usability testing, card sorting, in-depth interviews (IDIs), A/B testing, tree testing, and others, which we will discuss in the following section. However, methods derived from the quantitative methodology can serve as a valuable supplementary source of insights within your research process. Now, let’s explore the most effective methods in detail.

Field studies

Field studies (qualitative) involve stepping into the user’s world to observe how they interact with your product in their everyday environment. This method provides a firsthand view of user behaviours, revealing critical insights often overlooked in controlled settings. Researchers can identify pain points, workarounds, or even moments of delight that users may not articulate in interviews or surveys.

Best for:

• Understanding the context of use, such as workplace constraints or environmental distractions.
• Identifying unspoken needs and opportunities for innovation.
• Gathering authentic insights that reflect actual usage patterns.

Example: A SaaS company might conduct field studies to see how teams use their project management tool in office settings, uncovering gaps in functionality or features that users creatively adapt to meet their needs.

Focus group

Focus groups are qualitative research methods that gather 6–12 participants to discuss their opinions, feelings, and experiences about a product, feature, or idea. Moderated by a facilitator, these sessions encourage users to build on each other's thoughts, offering a range of perspectives in a short time. While focus groups are less detailed than individual interviews, they can provide a snapshot of user sentiment and help identify themes for further exploration.

Best for:

• Generating ideas for new features or services.
• Testing initial reactions to a product concept or prototype.
• Understanding how group dynamics influence decision-making.

Example: An e-commerce company might use focus groups to explore customers' preferences for a new loyalty program and uncover what incentives resonate most.

User interviews

User interviews (qualitative) are one-on-one conversations that allow researchers to delve deep into individual experiences, uncovering motivations, pain points, and desires. Unlike focus groups, interviews provide an intimate setting where users can express thoughts candidly, leading to more prosperous, more nuanced insights. Depending on the research goals, interviews can be structured, semi-structured, or unstructured.

Best for:

• Exploring personal experiences and behaviours.
• Gaining detailed feedback on specific challenges or successes.
• Validating assumptions about user needs and preferences.

Example: A fintech app might interview users to understand how they manage their finances daily and what features would simplify their budgeting process.

Card sorting

Card sorting (qualitative) helps you design intuitive information architecture (IA) by revealing how users organise and label content. Participants group topics represented on cards in ways that make sense to them. There are two main types: open card sorting, where users create their categories, and closed card sorting, where categories are predefined.

Best for:

• Structuring websites, apps, or dashboards with complex information.
• Ensuring that navigation reflects user expectations.
• Validating and refining existing content groupings.

Example: Before redesigning a university’s website, a UX team could use card sorting to understand how students categorise information like admissions, courses, and campus life.

Concept testing

Concept testing (qualitative) allows researchers to validate ideas, designs, or prototypes early in product development. By presenting concepts to users, teams can gauge initial reactions, identify areas for improvement, and reduce the risk of investing in ideas that won’t resonate. Feedback from this method often leads to more user-centered designs.

Best for:

• Evaluating whether a new feature solves the intended problem.
• Refining concepts based on user needs and expectations.
• Prioritising features or solutions with the most potential impact.

Example: A travel app might test a prototype for a "personalised itinerary" feature, learning whether users find the suggested activities relevant and helpful.

Surveys

Surveys (qualitative) are one of the fastest and most scalable ways to collect data from a large audience. They’re versatile and can include a mix of open-ended and closed-ended questions. While they don’t offer the depth of qualitative methods, surveys are excellent for identifying trends, measuring satisfaction, and validating user preferences on a broader scale.

Best for:

• Gathering data from diverse demographics quickly.
• Measuring user satisfaction or Net Promoter Score (NPS).
• Validating hypotheses about user needs or behaviours.

Example: An online education platform might use a survey to understand why students drop out of courses, uncovering actionable insights to improve retention.

Tree testing

Tree testing (quantitative) evaluates the usability of a site’s navigation structure without the influence of visual design. Users are given tasks and asked to navigate a text-only version of the site’s hierarchy to find specific information. This method highlights whether the organisation of content aligns with user expectations.

Best for:

• Validating or improving site navigation before launch.
• Identifying problem areas in an existing information structure.
• Ensuring content is easily findable.

Example: A retail website might conduct tree testing to ensure users can quickly locate categories like "Returns Policy" or "Gift Cards" without confusion.

A/B testing

A/B testing is a quantitative research method that compares two or more design variations to see which performs better based on user behaviour. This data-driven method optimises elements such as headlines, button placements, or layouts. By directly measuring user actions, A/B testing provides concrete evidence for design decisions.

Best for:

• Improving conversion rates or user engagement.
• Testing variations of CTAs, landing pages, or visual elements.
• Making iterative improvements based on actual user behaviour.

Example: A subscription service might use A/B testing to determine whether a "Start Free Trial" button performs better in green or orange.

Diary studies

Diary studies (qualitative) involve participants documenting their experiences, behaviours, or emotions over an extended period. This longitudinal method captures insights that are difficult to observe in a single session, offering a detailed view of user habits and contexts.

Best for:

• Understanding daily routines and long-term behaviours.
• Capturing insights into how products fit into users’ lives.
• Tracking the impact of changes or updates over time.

Example: A health app might ask users to log their fitness activities and thoughts for two weeks, providing insights into motivation and barriers to exercise.

Usability testing

Usability testing (qualitative) is the cornerstone of user research. It focuses on how easily users can complete tasks with your product. By observing users navigating prototypes or live products, teams can pinpoint issues, refine designs, and ensure a smooth user experience. Sessions can be conducted in person or remotely and often include think-aloud protocols to understand user thought processes.

Best for:

• Testing prototypes for usability issues.
• Refining workflows and interactions.
• Ensuring products meet user expectations.

Example: Before launching a new app, a company might conduct usability testing to ensure users can quickly create an account and navigate the main features without frustration.

How to choose the best method for your organisation

We have covered some fundamental concepts and explored the most effective user research methods. The next step is to determine which method to choose. The most straightforward answer is selecting the one that best aligns with your goals and addresses your challenges. However, this decision is often more complicated than it seems. Choosing the proper UX research method for your organisation involves several considerations. We have prepared some helpful tips to help you choose the method that will be most beneficial for you.

Define your goals and challenges

First, write down the goals you want to achieve using any user research method. A straightforward way to establish your goals is by answering the right questions. If you find yourself stuck at this stage, consider what your users need, what they struggle with, and how you can help them. Once you address these questions, you will have your goals clearly defined. When it comes to challenges, they often arise naturally as you think about your goals. In most cases, achieving any goal will require overcoming inevitable obstacles.

Understand the design process

Choosing the right user research method is essential, depending on where you are in the design process. If your team is in the discovery phase, user interviews are the best choice, as you still need insights into user needs. On the other hand, field studies should be your preferred research method if you are in the product development stage. Therefore, it's crucial to identify your current stage in the process. You can't just randomly select a method and hope it will work – it must align with what your team is currently focused on.

Consider the type of insights you need

Once you've established your goals and assessed your position in the design process, you can consider the types of insights you want to gather from your chosen method. If you seek rich, qualitative data to understand the "why" behind your users' actions, user interviews or field studies are ideal. If you need quantitative data to measure satisfaction or compare different design variations, surveys or A/B testing would be more appropriate. In summary, clearly define the insights you need and select the method that will provide those specific data points.

In addition, if you're interested in involving your stakeholders in the UX research process, check out our article, which discusses it in detail.

Summary

User research is the cornerstone of exceptional UX design, offering the insights needed to create products that resonate with users. You can uncover valuable perspectives that inform smarter decisions by leveraging different kinds of user research methods, like field studies, interviews, usability testing, and more. Remember that with the right research strategy, you’ll meet user expectations and exceed them.

If you need help with your user research process, don't hesitate to message us. Our team is ready to help you!