The traditional user research methods taught at the university focus on understanding the needs, experiences and behavior of users in different contexts. These methods are used especially in planning, product development and improving services.
The most common user research methods that are typically taught at university are presented below:
1. Surveys
Surveys are one of the most common and easiest methods to collect large amounts of information from users. Surveys can be both open and closed, and they are used, for example, to map users’ opinions, needs and preferences.
Pros : A quick and cost-effective way to collect information from a large number of people.
Cons : Doesn’t provide a deep understanding of users’ motives or reasons behind their actions.
2. Interviews
Interviews are in-depth conversations with users and can be either structured, semi-structured or open-ended. With the help of interviews, more detailed information can be obtained about users’ experiences, needs and motivations.
Pros : Provides deep and rich information about users’ views and feelings.
Cons : Time-consuming and can be challenging to analyze, especially in large datasets.
3. Observation of users (Observation)
Observation is a method where a researcher follows users in their natural environment. This method reveals how users act and behave without having to explain their actions themselves.
Pros : Helps to understand the real behavior of users and often reveals things that users cannot express verbally.
Cons : Time-consuming and can be difficult to analyze larger groups of users.
4. User surveys and satisfaction surveys
User surveys are used to map user experiences, satisfaction and possible problem areas in products or services. With the help of surveys, user feedback can be obtained, which can be used to develop a service or product.
Pros : Provides quantitative data that is easy to analyze.
Cons : No deep understanding of why users feel or think a certain way.
5. Usability testing
In usability testing, users perform certain tasks with a product or service, and researchers evaluate how easy or difficult it is to perform these tasks. This method focuses especially on the smoothness of use and the identification of possible usability problems.
Pros : Provides concrete information on how well the product works for users and helps identify usability problems.
Cons : Time-consuming and often more expensive to implement with a large number of users.
6. Diary method
Users are asked to keep a diary of certain activities or experiences over a period of time. In diaries, users document their own thoughts, feelings and experiences in certain situations.
Pros : Provides in-depth and up-to-date information about users’ everyday life and experiences over a long period of time.
Cons : Users don’t always remember to record all the relevant details, and the data can be difficult to analyze.
7. Contextual research
In this method, the researcher interacts with the users in their everyday environment while the users are using the product or service. At the same time, the researcher can ask the user questions and observe the user’s behavior in a natural context.
Pros : Offers a very realistic picture of the user’s activities and needs.
Cons : Can be a laborious and expensive method to implement.
8. Cognitive Walkthrough
In this method, researchers or designers evaluate the usability of a product or service step by step by simulating the user’s actions. The goal is to identify potential challenges or problem areas that may occur to users, especially new users.
Pros : Gives practical information about where the user might encounter problems.
Disadvantages : Subjective method, as the testers evaluate the usage on behalf of the users.
9. Heuristic evaluation
Heuristic evaluation uses usability experts to evaluate how well a product or service meets certain design guidelines or heuristics (e.g. Nielsen’s heuristics). The experts evaluate the design and usability of the product based on their experience.
Pros : A quick and inexpensive way to identify usability problems.
Cons : Does not take into account the behavior or opinions of real users.
10. Focus group discussions
A focus group is a group discussion where a small group of users discuss a product or service together under the guidance of a facilitator. With the help of the discussion, opinions, experiences and feelings are collected, which can help to understand the attitudes and needs of the users.
Pros : Allows for an examination of group dynamics and interactions, which can bring out new ideas and perspectives.
Cons : The discussion can easily lean towards the opinions of one or two participants.
Summary
These traditional user research methods are widely taught in universities, and they offer comprehensive tools for improving user experience and customer-oriented product development. Each method brings a unique perspective to user needs and behavior, and often the best results are obtained when several methods are combined.
