What user research is
User research helps you understand what users need, how they behave, and what problems they face. It provides insights to inform design and content decisions.
For more on user research services, see user research and testing services.
Why user research matters
Without understanding users, you are guessing what they need. User research replaces assumptions with evidence.
- Understand needs: Learn what users actually need, not what you think they need.
- Identify problems: Find out where users struggle and what frustrates them.
- Validate ideas: Test whether your ideas match user needs before building.
- Make better decisions: Use evidence to inform design and content choices.
Types of user research
1) User interviews
One-on-one conversations to understand user needs, goals, and behaviours.
- Format: Typically 30-60 minutes, remote or in-person.
- What you learn: User goals, motivations, pain points, and context.
- Best for: Understanding user needs before design, exploring problems deeply.
2) Surveys
Quantitative research to validate patterns and gather data from many users.
- Format: Online questionnaires sent to many users.
- What you learn: Patterns, preferences, and quantitative data.
- Best for: Validating assumptions, gathering data from many users quickly.
3) Usability testing
Testing with real users to see how they actually use your site or designs.
- Format: Users complete tasks while you observe and ask questions.
- What you learn: Where users struggle, what works well, and how to improve.
- Best for: Testing existing sites or designs, validating solutions.
For more on usability testing, see user testing basics for small sites.
What you get from user research
1) User personas
Profiles of typical users based on research findings.
- User characteristics: Demographics, goals, motivations, behaviours.
- Pain points: Problems users face and what frustrates them.
- Needs: What users need from your site or service.
2) Journey maps
Visual maps showing how users move through key tasks and where friction occurs.
- User flows: How users complete key tasks.
- Friction points: Where users struggle or abandon tasks.
- Opportunities: Where improvements would have the most impact.
3) Insights and recommendations
Findings and recommendations to inform design and content decisions.
- Key insights: Important findings from the research.
- Recommendations: Clear guidance on what to do next.
- Priorities: What to focus on first based on impact.
When small businesses need user research
1) Before a redesign
Understand user needs before redesigning your site.
- Learn what works: Find out what users like about your current site.
- Identify problems: Understand what needs fixing.
- Inform design: Use insights to guide design decisions.
2) When users struggle
If users are having trouble with your site, research helps you understand why.
- Identify issues: Find out where and why users struggle.
- Understand context: Learn about user context and constraints.
- Prioritise fixes: Focus on fixes that matter most to users.
3) When launching new features
Test new features with users before launching to ensure they meet user needs.
- Validate ideas: Test whether new features match user needs.
- Find problems early: Identify issues before launch.
- Improve usability: Make features easier to use based on feedback.
4) When conversions are low
If users are not completing key actions, research helps you understand why.
- Understand barriers: Find out what prevents users from converting.
- Identify friction: Learn where users get stuck or abandon tasks.
- Improve journeys: Fix user journeys to improve conversions.
How much research do you need?
You do not need extensive research for every decision. Small businesses can get value from focused, lightweight research.
- Quick interviews: 3-5 user interviews can reveal key insights.
- Simple surveys: Short surveys can validate assumptions quickly.
- Lightweight testing: 3-5 usability tests can identify major issues.
Start small and scale up if needed. Even a few user interviews can provide valuable insights.
User research vs analytics
User research and analytics are complementary but different.
- Analytics: Tell you what users do (quantitative data).
- User research: Tells you why users do it (qualitative insights).
Use both to understand user behaviour fully. Analytics show patterns; research explains them.
How to get started
1) Define your goals
What do you want to learn from user research?
- Key questions: What questions do you need answered?
- Decisions to inform: What decisions will research inform?
- Success criteria: How will you know research was successful?
2) Choose your method
Pick the research method that best fits your goals and resources.
- Interviews: For understanding needs and exploring problems.
- Surveys: For validating assumptions and gathering data.
- Usability testing: For testing existing sites or designs.
3) Recruit participants
Find users who match your target audience.
- Your users: Recruit from your existing user base if possible.
- Recruitment panels: Use recruitment services if needed.
- Incentives: Offer incentives to encourage participation.
4) Conduct research
Run research sessions and collect data.
- Prepare questions: Plan what you will ask.
- Run sessions: Conduct interviews or tests.
- Take notes: Document findings as you go.
5) Analyse and act
Analyse findings and use them to inform decisions.
- Identify patterns: Look for common themes and insights.
- Prioritise findings: Focus on the most important insights.
- Make changes: Use findings to improve your site.
Summary
User research helps you understand: what users need, how they behave, what problems they face.
Types: user interviews, surveys, usability testing.
What you get: user personas, journey maps, insights and recommendations.
When you need it: before redesign, when users struggle, when launching features, when conversions are low.
For more on user research and testing services, see user research and testing services. For more on usability testing, see user testing basics for small sites. For more on UX audits, see UX audits: what they find. You can also get in touch to discuss your user research needs.