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User experience (UX) research

9 min read
To build outstanding products and services for your customers, you need a thorough understanding of who they are, what they need and where their pain points and priorities lie. UX research helps you fully step into your customers’ shoes.


What do we mean by user experience?

User experience (UX) is a customer’s-eye view of your business as it relates to completing tasks and using interactive platforms and services. It’s closely related to the idea of customer experience (CX), but rather than being a holistic view of your brand, it’s more focused on utility and usability – the hands-on side of things. You can think of UX as a sub-discipline of CX.

For example, CX research might consider how customers perceive a company’s customer service levels and how confident they feel in having their issues resolved.

Meanwhile UX research would focus on how successfully those customers navigate a self-service website, whether the language on that site is clear and how easy it is to use.

What is user experience research?

User experience (UX) research is about diving deep into how customers interact with your brand on a practical, function level, and observing how easily they can complete their tasks and meet their goals.

It’s the process of discovering the behaviours, motivations and needs of your customers through observation, task analysis, and other types of user feedback. It can involve working directly with members of your target audience through UX testing sessions, remote session observation using digital tools, surveys to collect user feedback and many more methods and techniques.

Why is UX research important?

So what exactly is the value of user research? After all, you understand your business and its workings better than anyone. How can uninformed external users help you learn more?

In fact, the fresh perspective of your end-users is exactly why UX research is so valuable. Because they’re not already immersed in your language, processes and systems, user testing participants are in the best position to help you see where things might be confusing to a newcomer who isn’t involved with your business. 

Better yet, they can show you where confusion or frustration might lead a new or potential customer to miss out on product benefits, fail to convert, or even give up and look towards your competitors instead.

In areas like new product design and development, user research allows you to head off potential issues with products and services before they even hit the shelves. You are able to design the product correctly the first time, instead of having to fix it later when customers are unhappy.

Simply put, UX research is critical because it keeps you from wasting time, money and effort designing the wrong product or solution. It’s valuable for all areas of your business and yields clear benefits for your product, your users and your bottom line.

  • Product benefits
    By asking your customers for direct feedback about a potential product, you can discover how and when customers prefer to use a product, what pain points your product will solve, and how to improve your product design.
  • User benefits
    UX research is unbiased feedback, straight from the most valuable source: your customers. Because this type of research is not biased by investors, company leaders or outside influences, it is the best resource for getting actionable product feedback.
  • Business benefits
    Knowing what your users value helps you spend less time and money fixing flawed designs, speeds up the product development process, and increases customer satisfaction.

UX research helps brands and organisations to:

  • Understand how users really experience products, websites, mobile apps and prototypes
  • Evaluate and optimise prototypes and ideas based on UX discoveries – and nail the design and experience early in a product’s life cycle
  • Unearth new customer needs and business opportunities
  • Find and fix hidden problems with products and services that arise in real-world use cases
  • Make informed decisions through the product development process by testing various aspects of product designs
  • Provide user experiences that outperform other businesses in your sector (UX competitor research)
  • Understand each user interaction across complete customer journeys
  • Build a richer, more useful picture of your target audiences for better marketing and advertising

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User experience research methods

The type of UX research method you choose will depend on the type of research question you are tackling, your deadline, the size of your research team and your environment. There are three research dimensions to consider as you decide which methods are best for your project:

Attitudinal vs. behavioural

“Attitudinal” refers to what people say, while “behavioural” refers to what people actually do – and these are often very different. Attitudinal research is often used in marketing because it measures people’s stated beliefs and needs. However, in product design, what people actually do tends to be more relevant.

For example, A/B testing shows visitors different versions of a site at random to track the effect of site design on conversion and behaviour.

Another behavioural method is eyetracking, which helps researchers understand how users interact and visually engage with the design of an interface by following their gaze.

Quantitative vs. qualitative

Quantitative research studies collect and analyse results, then generalise findings from a sample to a population. They typically require large numbers of representative cases to work with and are structured in their approach. Quantitative research uses measurement tools like surveys or analytics to gather data about how subjects use a product, and are generally more mathematical in nature. This type of inquiry aims to answer questions like “what,” “where” and “when”.

Qualitative research methods, on the other hand, gather information about users by observing them directly, as in focus groups or field studies. Qualitative research aims to understand the human side of data by gaining a sense of the underlying reasons and motivations surrounding consumer behaviour. It tends to use small numbers of diverse (rather than representative) cases, and the data collection approach is less structured. Qualitative methods are best suited to address the “how” or “why” of consumer behaviour.

Context of use

By collecting and analysing information about users, the intended use of the application, the tasks they perform with the application, and the technical constraints presented by the application, context of use analysis allows researchers to better understand the user experience. Typically, context of use analysis data is collected through UX surveys, interviews, site visits, focus groups, and observational studies.

Context of use analysis is one method for identifying the the most important elements of an application or product in the context of using application or product. This type of research is typically done early in the product lifecycle and continued as data identifies which components of the product and user experience are most critical.

Five basic steps to conducting UX research

If you’re new to user research, here’s a step by step list of what to consider before you begin your UX testing program.

  • Objectives
    What do you need to find out about your users and their needs?
  • Hypothesis
    What do you think you already know about your users?
  • Methods
    Based on your deadline, project type, and the size of your research team, what research methods should you use?
  • Process
    Using your selected research method(s), begin collecting data about your users, their preferences and their needs.
  • Synthesis
    Analyse the data you collected to fill in your knowledge gaps, address your hypothesis and create a plan to improve your product based on user feedback.

Qualtrics makes UX research simple and easy

User experience research is multifaceted and can involve a lot of both quantitative and qualitative data. To ease the process and make sure it’s efficient and scalable, it’s best conducted using a highly responsive platform that allows you to collect data, analyse trends and draw conclusions all in one place.

Whether you need attitudinal or behavioural insights, Qualtrics is your go-to solution for collecting all kinds of UX data and making use of it in the context of your wider CX programme. Conduct in-person studies or send beautifully designed surveys easily and quickly, and view your results via custom dashboards and reports using the most sophisticated research platform on the planet.

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