User experience (UX) research methods are techniques used to learn how people interact with and experience your product or service. Before launching a new website or app, conducting thorough UX research to collect data on your users' needs and behavior helps support your strategy and design decisions.
In this guide, we’ll share 10 UX research methodologies you can use to collect information about your users, the most common types of UX research, and five agencies that can help your business succeed.
Table of Contents
- What Are UX Research Methods?
- 3 Most Common UX Research Methodologies
- 6 Main Types of UX Research
- 10 User Research Methods and When To Use Them
- How To Choose the Right UX Research Method
- What Outcome Can I Expect From UX Research
- Top 5 UI/UX Design Agencies
- Key Takeaways on User Experience Research Methods
- UX Research Method FAQs
What Are UX Research Methods?
UX research methods offer ways to collect insights about your users’ needs, expectations, motivations, and behavior patterns. By answering various questions about user experience, these methodologies help you identify problems and craft solutions to improve consumers’ experience and customer retention on your website.
Jeff Witters, Founder & Creative Director of Cartisien Interactive, explains how his company streamlined the UX research process: “We start by defining design objectives, conducting thorough research, analyzing data, and implementing findings. Our goal: designs that meet user needs and business goals, easy to use, and effective.”
3 Most Common UX Research Methodologies
The three common UX research methodologies are:
Observation
Observation is a process of collecting data through observing. As far as UX research goes, it can identify common patterns across seemingly different groups of users and find solutions that naturally fit into the lives of your users.
Understanding
Understanding involves diving into the mental models of your users — what picture they paint in their minds based on certain situations or phrases — and linking these models to the decisions they make. Identifying these models can help designers create solutions that meet user needs and expectations.
Analysis
Analysis involves examining the patterns identified by the researcher and suggesting solutions and recommendations based on the results.
6 Main Types of UX Research
There are various types of UX research, based on different criteria. Each type stems from the three key methodologies we listed above.
The six most common types of UX research include:
- Quantitative research
- Qualitative research
- Evaluative research
- Generative research
- Attitudinal research
- Behavioral research
1. Quantitative Research
Quantitative UX research is based on numerical data and presents results that are representative of large groups of users. For example, it measures how many users clicked on the call-to-action (CTA) button, what percentage of users clicked on a certain link, or how often users performed a certain task.
By analyzing statistical patterns, quantitative research can help you understand user behavior on your website. It typically uses UX research methods such as card sorting, surveys, and A/B tests.
2. Qualitative Research
Qualitative UX research, also known as “soft” research, helps you understand why users take or don’t take certain actions. For example, it can answer questions such as why people did not click on your “Subscribe” button or what elements on your website caught their attention.
Qualitative research can also help you understand and interpret the context of users’ answers to UX questions and tasks you have listed, identify behavior trends, and develop respective solutions. It typically uses UX research methods such as focus groups, interviews, and usability tests.
3. Evaluative Research
Evaluative research is used to assess your website or app solution and determine whether it meets the needs and expectations of your users and if it is accessible and easy to use.
Ray Ignatenco-Dallos, Lead UX/UI Designer at Inorbital, explains his team’s UX research methodology, sharing the importance of usability evaluations: “Transparent communication ensures alignment with clients and our team, leading to precise implementation of suggested changes. Our iterative approach, driven by ongoing improvement and user feedback, ensures consistently high-quality, user-driven designs.”
Evaluative research can help you collect relevant feedback and deliver the solution and experience your target audiences expect. It typically uses UX research methods such as tree testing and A/B testing.
4. Generative Research
Generative research, also known as “discovery,” “exploratory” or “foundational” research, is based on a deeper understanding of your users and market.
Generative research can help you find innovative solutions and opportunities, such as new user experiences, updates, or improvements. It typically employs UX research methods such as interviews.
5. Attitudinal Research
Attitudinal research is based on users’ self-reported data such as perceptions, beliefs, and expectations. This type of research can help you identify mental models and shape your design and user experience in line with your findings.
Attitudinal research typically uses UX research methods such as focus groups, interviews, and card sorting.
6. Behavioral Research
Behavioral research is used to assess your users’ interaction with a prototype or completed product. It can help you evaluate information on scenarios close to real life. Behavioral research typically uses UX research methods such as tree tests and A/B tests.
Avinash Chandra, Branding, Integrated & Digital Marketing consultant and Founder of BrandLoom Consulting, highlights how essential it is to research users and their reactions to your design: “Our UX research begins with understanding user personas through interviews, followed by usability tests to shape intuitive user flows. Iterating designs based on feedback ensures purposeful elements. This tailored process enhances the UX, creating a product that delights and engages users.”
10 User Research Methods and When To Use Them
There are numerous UX research methods that can help you collect valuable feedback about your UX design. Below, we’ll share 10 of the most common methods you can use to gather insights:
- Focus groups
- Interviews
- Card sorting
- Personas
- Surveys and questionnaires
- A/B tests
- Five-second tests
- Tree tests
- Prototyping
- Usability tests
1. Focus Groups
Focus groups allow you to interview groups of 3-12 users about various topics and use discussions and exercises to obtain verbal or written feedback. This UX research method can help you collect insights about your users’ ideas and attitudes.
When to use: Focus groups give the best results when used at the start and end of a project. In the beginning, you gather data that can show what users expect from your product or service. In the end, it shows how their experience was, if their expectations are met, and what to improve.
2. Interviews
Interviews allow you to hold one-on-one communication with your users, allowing you to observe their verbal and non-verbal behavior, ask open-ended questions, and identify their desires, attitudes, and behavior. They can help you align your UX design process to what your users want to see.
Depending on your goals and the context in which they are used, interviews can fall into three main groups:
- Directed interviews: This involves asking questions and answers, which helps you gather feedback from large user groups or compare responses across different users.
- Non-directed interviews: In this type, the interviewer opens the conversation and mainly listens, only interrupting to request additional explanations or details.
- Ethnographic interviews: This involves observing the daily routine of users in their natural environment to identify and understand the gap between what users say they do and what they actually do. Ethnographic interviews can also provide insights into users’ lifestyles and activities in which they feel the most comfortable.
When to use: Just like focus groups, interviews can serve as great qualitative and generative information gatherers. This is why they’re best employed at the start and end of a project.
3. Card Sorting
Card sorting involves providing users with a set of terms and asking them to arrange and categorize website information into a structure that makes sense to them. This helps you understand how users think and behave on your website.
Card sorting can help you identify how to create a unified user experience and improve your website’s architecture and navigation.
When to use: Since this card sorting gathers data that shows how customers will interact with your website, giving you a general image of what you can expect, it’s best to use this method at the start of your project.
4. Personas
Personas allow you to create ideal users based on insights received from user interviews and data. This UX research method can help you understand the pain points and expectations of specific groups, as well as insights about the experience they wish to encounter.
When to use: This method helps you build an understanding of the ideal customer. Hence, it’s best to use it at the beginning of your project to gather data that you can build upon as the project progresses.
5. Surveys and Questionnaires
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Surveys and questionnaires allow you to ask multiple users a series of questions and collect a significant amount of data quickly and at a minimum cost. These UX research methodologies can help you gather insights about the people visiting and interacting with your website.
When to use: Surveys and questionnaires can be used at any time of your project’s development. They provide valuable qualitative data and direct insights into how your customers see the project or interact with certain features of the product/service. Additionally, surveys are a great way to monitor end-user experience.
6. A/B Tests
A/B tests involve creating two versions of the same element to test which version performs better. Examples include elements such as a link vs. a button, two content styles, or two versions of a home page design, etc.
Analyzing which of the suggested options meets a specific goal better can help you optimize your UX performance.
Tony Paris, Senior Website Creator at AppWT, practices multiple testing methods: “We approach our UX research process using user interviews, usability testing, surveys, A/B testing, analytics, and persona development.”
When to use: In general, the A/B test can be used at any stage of your project’s development to test different scenarios and ensure you’re using the best one. However, conducting A/B tests at the end of the project is essential so you are 100% sure that the final output is optimized for the best performance.
7. Five-Second Tests
Five-second testing allows you to collect data from the first impressions your users receive after interacting with your design or web page. These tests can help you identify the first elements that grab your users’ attention.
When to use: Five-second tests gather data based on first impressions, which is why it’s best employed once you have created your design or website.
8. Tree Tests
Tree tests allow you to show the top level of your site map to your users and give them specific tasks, asking them to analyze the steps they will take to complete the task. Once they choose a site section, they are taken to the next level of your architecture.
Tree tests can help you determine if the information on your website is categorized properly and if the names of the respective sections reflect the content appropriately.
When to use: Similar to the five-second test, tree tests are a method best used at the start of your design or website creation. They gather quantitative, behavioral, and evaluative data.
9. Prototyping
Prototyping allows you to explore concepts and ideas based on a crafted mock-up of your website, app, or product.
Sayef Ahmed, Founder and Creative Lead at SA Creative Agency, follows a user-focused and iterative UX research approach: “I start by defining goals, then gather user input through interviews and surveys to create personas and scenarios. Using this, I design and test prototypes, refining until the solution meets requirements.”
From interactive HTML pages to a paper mock-up of the initial model, prototyping can help you collect early feedback and avoid investing too much into designs that prove ineffective.
When to use: Prototypes are used as the final stage of the design process and the initial stage of the product creation cycle. Hence, it’s best to use this method once you’re certain about the product you want to offer but need more customer insights to refine and improve it.
10. Usability Tests
Usability tests allow you to hold one-on-one sessions with your user while studying their reaction and behavior. This UX research method helps you identify your potential user’s problems and frustrations when interacting with your website.
The most common types of usability tests include:
- Moderated usability tests: In these tests, an unbiased facilitator reads tasks and encourages the user to think out loud while working on them, typically in a usability lab designed specifically for this purpose. The goal is to test your user assumptions and evaluate the effectiveness of your UX design.
- Unmoderated usability tests: Conducted online, these tests involve delivering instructions and tasks via audio or video recording. Like moderated usability tests, the user is encouraged to think out loud while completing the tasks. Without a facilitator, this process can be much cheaper.
- Guerilla tests: Conducted in informal settings, such as subway stations and coffee shops, this method is useful for gathering quick feedback from a broad user base. It is ideal if your products or services have a large audience.
When to use: Usability tests can provide valuable information in any part of your project. You can conduct them at the start, middle, or end to see how they’d use the product/service, gathering evaluative, qualitative, and behavioral data.
How To Choose the Right UX Research Method
To choose the UX research method that will be best for your needs, here are four factors to consider:
1. Think About Your Product Phase
First things first, consider what stage your product is in. Is it a new one or has it been used for some time now?
If it’s a new product, methods that perform best at the start of a project like card sorting or focus groups will provide better results and data. On the other hand, a redesigned product/service or something that’s undertaken several improvements should use UX research methods such as surveys or usability testing to see whether such changes are financially justified.
2. Consider Your Budget
To determine the right UX research method, consider how much you’re willing to spend on the research method.
Some UX research methodologies, such as surveys or five-second testing, don’t require a significant budget, as there are many free online tools businesses available for creating and distributing them. In contrast, other methods like interviews are more resource-intensive, and thus, more expensive than the rest.
3. Evaluate the Time You Have
The next step is to determine if you have enough time to conduct certain UX research methods.
Interviews take time — you have to find the people, gather them, arrange separate meetings, etc. The same goes for focus groups. Alternatively, card sorting is a faster option. While these methods may not provide the same results, they do gather similar data. So, if time is what limits you, you can tailor these methods to collect the required information and then use it to your advantage.
4. Aim for Your Goals
Finally, ask these questions:
- What do you ultimately want to achieve with the UX research?
- Do you want to see how satisfied customers are or do you need insight into some improvements you can make?
The UX research method you choose should always focus on what you want to accomplish with it. Getting data that can potentially solve your problems is the main reason for using UX research methodologies.
What Outcome Can I Expect From UX Research
The importance of UX can be seen throughout every stage of developing a UX research strategy, especially in the results. Here are several outcomes you can expect when using UX research methods:
- Achieve your business goals: By assessing what your customers want and improving your products to provide those needs, you boost the value and image of the brand, as well as gain more profit. At the same time, this appeases all stakeholders who want to see the brand climb higher in the market.
- Improve your customer relationships: Once customers know you listen to them and take action to better your service for their needs, your connection with them becomes stronger, building customer loyalty and retention and bringing in new buyers.
- Gather valuable data: Every UX research method provides some type of customer data. Besides using it to improve your current products, you can also use it in future projects.
- Make informed decisions: Basing every decision on real-time data gives peace of mind when coming up with new ideas. Informed decisions also help put the brand before the competition.
- Risk management: UX research gives you information that pinpoints your weak points, allowing you to tailor your risk management strategy for activation if such situations ever occur.
Top 5 UI/UX Design Agencies
Looking for a UX design agency to help you improve your website? Here are the agencies that made our top five:
1. Brocoders
Headquartered in Tallinn, Estonia, Brocoders specializes in transportation and mobility software, AgriTech software, EdTech software, Fintech software development services, and digital transformation. With over 80 projects, Brocoders has helped companies in industries such as fintech, foodtech, events, management, etc.
Some of its services include:
- AI development
- MVP development
- SaaS development
- DevOps services
- Software testing
Brocoders has partnered with brands such as Anuel Energy, Kivity, Comtech LLC., and Adact.
Price: Contact for a price range
2. Boldare
A digital design and development company headquartered in Gliwice, Poland, Boldare supports you throughout the entire product development cycle, from prototyping and testing to scaling.
Other services Boldare offers are:
- Web design and development
- AI services
- Mobile app development
- Software development
- UX audits
- User testing
Boldare’s clients include UNDP, BOSCH, Sonne, and Virgin Radio Oman.
Price: Use the app cost calculator or contact for a quote
3. S-PRO
Headquartered in Berlin, Germany, S-PRO offers industry expertise in the areas of fintech, healthcare, renewable energy, and retail. As a software development company, it aims to help businesses make better decisions and get bigger returns, all with the use of AI.
S-PRO's technology expertise includes:
- UI/UX design
- Front-end
- Back-end and API
- Mobile Development
- Blockchain Development
S-PRO has worked with companies such as MeterQubes, Climate Drops, Polarpro, and Myntelligence.
Price: Contact for project discussion.
4. KindGeek
Headquartered in Lviv, Ukraine, KindGeek helps companies of any size complete the technical aspects of their projects. It’s a one-stop-shop for fintech software development, providing fintech banking and payment solutions so businesses can grow in the industry.
KindGeek’s services include:
- User experience
- Web design
- Website development
- Mobile app development
- Software development
Kind Geek has partnered with companies such as Grafter, Jaja, The University of Basel, and TUI.
Price: Upon contact
5. TXI (Table XI)
Headquartered in Chicago, Illinois, TXI has partnered with start-ups, industry leaders, and non-profit organizations alike. For over 20 years, it has designed and developed different data products so companies can grow in the digital landscape.
Some of TXI’s services include:
- User experience
- Web design
- Product design
- Mobile app development
- Chatbots
TXI’s clients include Frommer’s Travel Guides, Tyson Foods, The Filed Museum, and Northwestern University.
Price: Contact for a quote
Key Takeaways on User Experience Research Methods
UX research methods are tools that allow you to gather important information about your users’ pain points and behavior and use these insights to optimize your website’s user experience.
The most common UX research methods include:
- Focus groups
- Interviews
- Card sorting
- Personas
- Surveys and questionnaires
- A/B tests
- Five-second tests
- Tree tests
- Prototyping
- Usability tests
A professional UX agency can help you choose and implement UX research methods, analyze the outcome, provide expert recommendations on how to improve your user experience, and adjust your website or app based on the results.
UX Research Method FAQs
1. What is the best UX research method?
This entirely depends on your budget, resources, and time for completing a project. If you have more time and resources, you can do interviews to gather direct data. But if you don’t have time, five-second testing can be a good place to start.
2. What are the benefits of using user experience research methods?
There are plenty of positives for using UX research methods, such as:
- Better user satisfaction
- User retention
- Increased traffic and conversion rates
- Boosted customer loyalty
- Increased profits
- Competitive advantage
3. How to conduct UX research?
If you want to use a UX research method, you need to take several steps:
- Decide on the goals you want to achieve.
- Consider your budget and the time it will take.
- Choose a research method that will give you the right data you need.
- Conduct the testing phase.
- Gather the data and figure out the best way to apply it.
