How to Create a Comprehensive Generative Research Plan: A Step-by-Step Guide

By Philip Burgess | UX Research Leader

Creating a generative research plan can feel overwhelming without a clear roadmap. Yet, this type of research is essential for uncovering user needs, motivations, and behaviors before designing solutions. A well-crafted plan guides your team through the process, ensuring you gather meaningful insights that shape better products or services. This guide breaks down the steps to build a thorough generative research plan that delivers actionable results.

Planning generative research with notes and sketches

Define the Research Purpose and Goals

Start by clarifying why you are conducting generative research. This sets the foundation for all other decisions.

• Identify the problem or opportunity you want to explore.

• Specify what you want to learn about users, their context, or behaviors.

• Set clear goals that describe the knowledge you hope to gain.

  
  

For example, if you are designing a new fitness app, your goal might be to understand how people currently track workouts and what motivates them to stay active. Clear goals keep the research focused and relevant.

Choose the Right Research Methods

Generative research uses qualitative methods to explore user experiences deeply. Select methods that fit your goals and resources.

Common methods include:

• In-depth interviews: One-on-one conversations to uncover personal stories and motivations.

• Ethnographic observation: Watching users in their natural environment to see real behaviors.

• Diary studies: Asking participants to record activities or thoughts over time.

• Contextual inquiry: Combining interviews and observation while users perform tasks.

  
  

Choose one or a mix of these methods based on what will best reveal insights for your project.

Identify Your Target Participants

Knowing who to include in your research is critical. Your participants should represent the users or customers relevant to your product or service.

• Define demographic and behavioral characteristics.

• Consider diversity to capture a range of perspectives.

• Decide on the number of participants based on your method and timeline.

  
  

For example, if researching a cooking app, you might recruit home cooks of various skill levels and ages to understand different needs.

Develop Research Materials and Tools

Prepare everything you need to conduct research smoothly.

• Create interview guides with open-ended questions aligned with your goals.

• Design observation checklists to focus on key behaviors.

• Prepare consent forms explaining the study and privacy protections.

• Set up recording tools like audio recorders or note-taking templates.

  
  

Well-prepared materials help keep sessions consistent and productive.

Plan the Logistics and Timeline

Organize practical details to ensure the research runs on schedule.

• Schedule sessions with participants, allowing flexibility.

• Arrange locations or virtual meeting platforms.

• Allocate time for recruiting, conducting research, and analyzing data.

• Assign roles within your team for moderation, note-taking, and coordination.

  
  

A clear timeline prevents delays and keeps the project on track.

Organizing research schedule on a calendar planner

Conduct the Research with Flexibility

When you start gathering data, stay open to unexpected findings.

• Build rapport with participants to encourage honest sharing.

• Follow your guide but allow conversations to flow naturally.

• Take detailed notes and record sessions for accuracy.

• Observe non-verbal cues and context that add depth.

  
  

Flexibility helps uncover insights that rigid scripts might miss.

Analyze Data to Extract Insights

After collecting data, organize and interpret it to find patterns.

• Transcribe interviews or summarize observations.

• Use affinity mapping to group related ideas.

• Identify themes, pain points, and opportunities.

• Relate findings back to your research goals.

  
  

For example, you might discover that users want a simple way to log workouts without distractions, highlighting a design priority.

Share Findings and Research Plan Next Steps

Communicate your insights clearly to stakeholders and team members.

• Create a report or presentation with key themes and quotes.

• Use visuals like charts or journey maps to illustrate points.

• Recommend actions based on what you learned.

• Plan follow-up research or design activities informed by the findings.

  
  

Sharing results ensures your research influences decisions and drives progress.