Many customer or user research efforts allocate the lion’s share of hours to data collection, but the validity of results is dependent upon activities that occur much earlier in the process, in the preparation phase. The most important preparation step is pinpointing exactly what the research will measure, and how that data will be used to shape design work.
The problems that lead to customer research are typically design issues that either have led to lower adoption (people won’t use the system or device because it is too difficult or clunky) or lower than expected conversion rates (the percentage of people that complete desired transactions or events). optimizing the user interface.
Many research projects quickly, or even instantly, gravitate to a specific methodology. A list of research topics is often created to guide the design of the data collection instrument (a survey, a customer interview protocol, etc.) But there’s a critical step missing. Before selecting a research method and designing the instruments and materials, the research lead should zero in on precise research questions that need to be answered, and select valid methods that will answer those questions with an acceptable level of reliability. Instead, what often happens is someone says, “We have a survey tool, so let’s use that to conduct the research.” Unfortunately, a survey may not obtain the answers needed to guide the design. This is especially true when the data required for design innovation is not something that customers can state about themselves, but which must be observed in context by experienced researchers. It’s analogous to using a heart rate monitor to measure glucose levels, or a ruler to measure blood pressure. To ensure a successful customer research project, the data collection method has to be selected to answer specific research questions that are formulated to address a specific set of design issues.
