Foundational UX Research for Startups – How does it work?
If you ask the right questions, you will get the answers you’re looking for, they will come up in research, I know it sounds philosophical but it really is about asking the right questions.
I recently said that to a founder who wanted to understand how he could validate his product direction hypothesis…
“If you ask the right questions then you will get the answers you’re looking for”
It sounds like an Uncle Iroh thing to say (for non-Avatar: The Last Airbender fans, Uncle Iroh is one of the best characters who has nothing but pearls of wisdom to offer) but I doubt that instils much confidence in a founder who is going to entrust you with the future of her/his company.
After we ended our conversation, I realized I’d been asked this question many times and have worked with founders in answering them but I still find it difficult to explain the process in a brief conversation. Some of the most common questions are —
How can I validate my idea, concept, hypothesis or anything in the foundational or formative stages of building a product?
How can I know if my product is solving the right pain point and if clients are willing to pay for my product?
How can my product have a competitive edge?
A long, time-consuming way to answer this question is by asking you to read this book —
And I can dust my hands and end this article here.
Don’t worry, I’m not going to do that.
It Depends
How UX Researchers go about answering these questions depends on factors like the type of problem are we trying to solve and the constraints that we are working with.
Type of problem
For example, if you already have an MVP (minimum viable product) or even a set of wireframes of your product I will be designing a much different study than if you only have an idea or concept in your head. Then there is generative research where exploration within a broader industry context can pinpoint problems worth addressing or ideas deserving of your resource allocation.
Constraints
The primary limitations revolve around time and finances. Because of time limitations, I’ve needed to make strategic choices, opting for a secondary methodology rather than pursuing lengthier, more exhaustive studies or conducting subsequent research iterations on the product.
Insufficient funding for UX Research can stem from either the delayed visibility of the research’s return on investment (ROI) or because the company may just not have the budget to spare for it. Shortfalls in funding for participant recruitment or surveys can substantially undermine the caliber of user participants and the desired data collection. A researcher can play a pivotal role in navigating these challenges, ensuring strategic compromises are made to secure valuable insights.
In startups, a UX Researcher often needs to be scrappy and resourceful rather than strictly adhering to the academic research rigor we were trained in.
Common Methodologies Used in Foundational Research
Surveys | Structured questionnaire to assess knowledge, beliefs, attitudes, intentions and behaviors of a target audience
In-depth Interviews | Study to learn more about the user of a product and determine user profiles, motivations and pain points
Diary Study | Study that has users recording their experience with a product over an extended period of time
Contextual Inquiry | Semi-structured interview that obtains information about how a user uses a product in their own environment
Ethnographic methods | Qualitative method to capture a detailed, in-depth understanding of people’s everyday life, practices and culture
There isn’t a one-size-fits-all solution for all the questions founders can have hence the methodologies that can be used are also not limited to this list.
Distilling Non-Obvious Insights
Knowing what your stakeholders know
I always start by interviewing my stakeholders about the insights they already have from their experience in the industry or speaking with potential users. This helps me streamline my research reports too by avoiding redundant information.
Tailor research insights to each group of stakeholders
Different stakeholders, such as designers, engineering leads, and CEOs, seek specific information from a study that helps them take the next steps. While producing multiple reports for each party might be unfeasible, identifying insights relevant to each role ensures that the content resonates with them and promotes more engagement with the research deliverable.
Include Extreme Users
Take the case of LEGO. If they had solely concentrated on refining their product exclusively for children, their primary user base, the company might not have achieved the remarkable success it enjoys today. However, by shifting their focus to a previously unconventional user group, namely adults, they managed to pivot their strategy. This shift enabled them to tap into a broader demographic with greater purchasing influence and a deep enthusiasm for their product.
Including Multi-faceted Research Insights
Imagine the potential if you could complement your qualitative interview findings with survey results. By delving deeply into a single methodology, you begin to identify recurring patterns of information. Broadening your data collection approaches allows you to reinforce your findings with increased certainty and uncover hidden connections that might not be immediately apparent.
TL;DR
- UX Researchers use different methods to validate product ideas, depending on the type of problem and the constraints.
- Common methodologies include surveys, in-depth interviews, diary studies, contextual inquiries, and ethnographic methods.
- It is important to understand the stakeholders’ insights and tailor research findings to each group.
- Extreme users can provide valuable insights that may not be obvious from studying average users.
- Combining different research methods can help to uncover hidden connections and reinforce findings.
Let’s get in touch if you’re a founder and have a hypothesis you need to test! :)
