In order to be successful, brands must understand what makes their customers tick. From pricing to marketing to product features, businesses need to invest in usability research tools if they expect to stand out amongst the competition. With the right combination of user experience research (UX research) and effective UX research tools, organizations can crack the customer code and gain market share with ease. 

UX research involves learning what end-users want and need through various research methods such as in-person or virtual focus groups, online surveys/questionnaires, in-home usability testing, simulated lab testing, and more. With the results from UX research, brands can implement user feedback and improve product experience across the board. 

UX research isn’t just a nice tool; it can make or break a brand. For example, in the digital design space, a study found that “design leaders (top 25%) significantly outperform design laggards in revenue growth.” 

Are you looking to improve your UX research? Here are five simple ways to improve your user experience research.

Work Smarter Not Harder

When it comes to growing your business, you want to be efficient and save money. These UX research methods accomplish both objectives. Instead of spending thousands on a physical research lab, why not go virtual? Virtual focus groups, remote interviews, or online questionnaires allow you to get the feedback you need with just the click of a button. 

Avoid Injecting Bias

When conducting UX research, avoid injecting bias into a user’s mind unintentionally. Never ask if a tester likes your product or wants to buy your product. These types of questions can lead to biased answers. Instead, opt for open-ended questions that address user motivations, behaviors, and pain points like “How did you use our product?”

Tell A Story

One of the most challenging aspects of being a UX researcher is deciding how to present data to decision-makers. Data storytelling merges UX research and storytelling into a highly digestible format that business leaders can’t help but gobble right up. 

This powerful tool is beneficial to both the researcher and the recipient as it helps make data memorable for intelligent decision making. 

Try a Natural Approach 

One of the best qualitative UX research methods involves in-home usability testing. With in-home usage testing or IHUT, brands give testers a physical prototype to use in their natural home environment. Away from a stuffy lab set-up, customers can see how well products fit into their day to day lives (or not). IHUT can lead to powerful insights that alter product development, marketing, or packaging. 

Compare & Contrast

Improve your UX Research with A/B testing. A/B testing allows your business to gain richer insights into customer preferences and mindset. To utilize this UX research tool, simply offer customers two slightly different prototypes during testing and ask them for each option’s pros and cons. This UX method will prompt a robust discussion during virtual focus groups or interviews. 

Interested in learning more about UX? Check out this infographic on the past, present, and future of the industry.