Market Research vs. UX Research: Key Differences & When to Use Each
Starting a digital product from scratch can be both exciting and challenging. Research is vital for tackling tough questions, so knowing when and how to use UX research versus market research methods is essential.
In this article, we address:
– How to differentiate between various research types.
– Characteristics that define market research vs. UX research.
– When to use each type.
– How to combine market research and UX research.
Research is crucial for providing the answers needed to create an excellent product. The primary concern is identifying which type of research is necessary and at what stage.
Essential Questions For Digital Product Planning
When building a digital product, you need to address these eight questions as soon as possible:
1. Does a need for your product exist?
2. How large is the potential market?
3. What competing products are already available?
4. Who are your target customers?
5. How do potential users currently solve their problems?
6. How likely are they to buy your product?
7. What features are most important to them?
8. How do they use it, and how will you attract more users?
These questions frequently arise, but thorough research can provide reliable answers to guide development. Let’s delve into the differences between UX research and market research to determine which suits your needs.
UX Research Vs. Market Research Differences
Not all research is created equal. The type of research you conduct depends on the questions you want to answer and the information you need. UX research uncovers people’s true pain points and motivations based on their behavior, while market research gauges attitudes toward a product and estimates market size.
The UX Research Approach
A UX researcher conducts interviews with potential users to understand their goals, current solutions, challenges, and motivations. This method focuses on:
– User needs, behaviors, and motivations.
– Problems users face and their solutions.
UX research methods include interviews, surveys, observations, field studies, usability testing, card sorting, and user journey mapping. Outcomes provide insights into user preferences, inform design decisions, validate prototypes, measure usability, and suggest product improvements.
The Market Research Approach
Market researchers also conduct interviews but focus on the product’s appeal and key purchasing factors. Their research involves assessing product occurrence, alternative solutions, likelihood of usage, and user demographics through surveys. This approach offers quantitative insights that indicate market needs and estimate potential success.
Main Differences
Market Research: Broad Insights on Attitudes
Market research is used to get a general sense of a specific industry’s landscape. It typically involves quantitative methods to gather data from large samples, providing a high-level overview of potential users’ demographics, attitudes, and preferences. It mainly serves to inform marketing decisions.
UX Research: Detailed Insights on Behavior
UX research, however, dives deep into user behavior and experiences. It focuses on specific, actionable insights about how users interact with a product, rather than broad market trends. This research is crucial for improving design and usability based on user behavior rather than attitudes.
Combining Market and UX Research
Using both research methods together throughout the product development cycle is crucial. Market research is valuable in the early stages for analyzing profit potential, market size, and competition. Once these insights are obtained, UX research can validate design decisions, derive features, and test product ideas.
Stages of Your Product Lifecycle
Discover: Interviews, diary studies, ethnography, surveys, focus groups, and competitor analysis.
Define: Personas, value proposition, and user journeys.
Design: Testing designs, choosing features, and information architecture.
Develop: Usability and concept testing, card sorting, and price studies.
Deploy: Analytics, A/B testing, clickstream analysis, eye tracking, user feedback, and market segmentation.
By integrating findings from both research types, you can make more informed decisions and create a more successful product. The iterative collaboration between departments ensures all insights are considered.
Key Takeaways
1. Choose research methods based on the specific information you need.
2. Do not confuse UX research with market research; they provide different insights.
3. Market research offers broad, quantitative insights that inform marketing decisions.
4. UX research provides detailed, qualitative insights that inform design decisions.
5. Combining both research types can help product managers make better decisions and build successful products.
For more insights, read related articles on our blog or consult with experienced researchers. Implementing both UX and market research will enhance your product’s success. Reach out to us if you need consultation or further assistance.