FREE PDF download here
User-centered research is debatably the most important phase in Design Process. It helps us to discover insights about user’s behavior. It’s more than just asking questions - there are lots of techniques that can find out what they need and want in subconscious level.
User-centered research is a qualitative approach while market research usually generates quantitative data. Both are useful in understanding your users. Quantitative research can bring great amount of user data in the short period of time (ex: survey) but you can only get the conscious level of information that people share. Qualitative research (ex: interview and observation) is more time consuming but it helps you to understand the subconscious level of desire and latent knowledge.
Download your FREE PDF here -
In the FREE PDF, I listed 6 different methods that you can do in your user interview. Be aware that every practice works well for specific type of questions, with good laddering technique. If the participant feels uncomfortable during the interview, you should STOP right away. Give him/her some space and time, and ask for permission to continue the interview.
Extended reading from Toptal: How to Conduct User Research as a Team of One
There are lots of books in the market about user-centered research, I recommend two books here-
Interviewing Users: How to uncover compelling insights
Universal Methods of Design - this book is more like a dictionary than an intro.
—-
Any questions? Feel free to email me: cerrateng@gmail.com