By Philip Burgess | UX Research Leader Understanding why customers choose a product or service is key to creating solutions that truly meet their needs. Jobs-to-be-Done (JTBD) interviews offer a powerful way to uncover these motivations by focusing on the tasks customers want to accomplish. This method goes beyond traditional surveys or focus groups by exploring the underlying reasons behind customer behavior. JTBD interviews help businesses discover what drives customer deci

By Philip Burgess | UX Research Leader Focus groups remain one of the most valuable tools for gathering detailed feedback and understanding the opinions of a target audience. When done well, they provide rich insights that surveys or one-on-one interviews might miss. Yet, many focus groups fall short because of poor planning or execution. This post explores practical strategies to help you run focus groups that deliver clear, actionable results. Participants engaged in a focu

By Philip Burgess | UX Research Leader Ethnography offers a unique window into human cultures, allowing researchers to observe and understand social behaviors, traditions, and everyday life from an insider’s perspective. Unlike surveys or experiments, ethnography immerses the researcher in the community, providing rich, detailed insights that other methods often miss. This post explores what ethnography is, how it works, and why it remains a vital tool for uncovering the comp

By Philip Burgess | UX Research Leader Designing products that truly meet user needs requires more than assumptions or surface-level feedback. Contextual inquiry offers a powerful way to understand users by observing and engaging with them in their natural environment. This method reveals insights that traditional interviews or surveys often miss, leading to better, more user-centered designs. Contextual inquiry is a research technique where designers or researchers observe u

By Philip Burgess | UX Research Leader Diary studies offer a unique window into people's daily lives, capturing behaviors, thoughts, and emotions as they happen. Unlike traditional research methods that rely on recall or one-time observations, diary studies collect data over time, providing rich, detailed insights. This approach helps researchers understand patterns and contexts that might otherwise be missed. Diary with handwritten notes and pen What Are Diary Studies? Diary

By Philip Burgess | UX Research Leader Understanding your users is key to building products that truly meet their needs. One of the best ways to gain this understanding is through user interviews. These conversations provide direct access to user thoughts, motivations, and pain points, offering insights that data alone cannot reveal. This post explains how to conduct user interviews that deliver clear, actionable information to improve your product. User interview setup with

By Philip Burgess | UX Research Leader User experience (UX) design shapes how people interact with products, websites, and apps. But creating a smooth, enjoyable experience requires more than just good visuals or intuitive layouts. It demands a deep understanding of user behavior—how people think, feel, and act when they engage with a product. This is where behavioral UX research plays a crucial role. By studying real user actions and motivations, designers can build experie

By Philip Burgess | UX Research Leader User experience (UX) shapes how people interact with products and services. When a design fails to meet user needs, frustration grows, and engagement drops. Evaluative UX research helps identify these issues by testing designs with real users. This process reveals what works, what doesn’t, and where improvements are necessary. Mastering evaluative UX research means creating products that truly serve users, leading to satisfaction and suc

Understanding what drives people’s choices, behaviors, and needs often requires more than just surface-level data. Generative discovery research offers a powerful way to uncover deep insights by exploring unspoken motivations and hidden patterns. This approach helps researchers, designers, and product teams create solutions that truly resonate with users. Generative discovery research focuses on exploring unknowns rather than testing known ideas. It encourages open-ended inqu