Summary: UX Research vs. Market Research pros and cons range from how each is used to when each is used. Market Research scopes market viability; UX Research provides just-in-time insights into a user’s context of use (problem space) and barriers to interacting with UI designs specifically. The pros and cons of each need to be properly understood especially by Senior Managers who often confuse the two.
In today’s UX Inner Circle Masterclass on Market Research vs UX Research (UXR) we discussed when and where each type of research should be used. TLDR: Market Research should occur at the start of the Product Lifecycle to assess the market conditions and opportunities. UX Research should occur just after to provide behavioral insights to balance market data with usage scenario probabilities. Here emotion can be a tool to define UX strategy. Next, UXR is needed to validate design prototypes gaining precise user feedback as designs are formulated and rolled out.
The 6 key points we covered in the Masterclass include:
1. Ownership and Discipline:
- Marketing owns Market Research and focuses on understanding market trends and consumer preferences.
- UX Research is rooted in a Cognitive Science area called Human-Computer Interaction (HCI). It combines various disciplines like Psychology, Anthropology, and Computer Science.
2. Objectives and intent differ:
- Market Research aims to understand market trends, consumer preferences, and market positioning.
- UX Research focuses on understanding user behaviors, needs, and preferences to guide design decisions and improve user experiences.
3. Agenda and Influence:
- UX Research has a distinct agenda to guide designers and developers in making design decisions that enhance user experiences.
- Market Research provides opinions from users but often doesn’t delve into the deeper reasons behind design choices.
4. Insights:
- Market Research can provide information about user preferences and opinions on designs.
- UX Research provides insights into user behaviors, motivations, pain points, and their interaction with the product or service.
5. Approach:
- Market Research often relies on quantitative methods, such as surveys and data analysis.
- UX Research utilizes a mix of qualitative methods, like usability testing and interviews, to gain in-depth insights into user experiences.
6. Goals:
- Market Research aims to understand the broader market landscape and competition.
- UX Research aims to create user-centric designs that address individual user needs.
Pros of UX Research:
- Leads to user-centered design decisions.
- Provides insights into user behavior and motivations.
- Improves user satisfaction and adoption.
- Addresses specific user needs, leading to more successful products.
Cons of UX Research:
- It can be time-consuming due to qualitative methods; however, Lean UX methods like Rapid Ethnography can speed it up.
- It requires careful (trained) interpretation of findings.
- It focuses heavily on individual user experiences, which might not cover the entire market spectrum.
Pros of Market Research:
- Offers insights into market trends and competition.
- Provides data for strategic business decisions.
- Useful for understanding broader market positioning.
Cons of Market Research:
- It may not uncover specific UI-centric user pain points.
- It relies heavily on quantitative methodology, potentially missing nuances such as mental model needs or user adoption issues.
- User opinions rarely translate directly into effective design decisions without observed actual use.
Conclusion
While both market research and UX research play crucial roles in product development, they have distinct objectives and methodologies. Combining the strengths of both methodologies can lead to more informed and effective design decisions catering to the market and individual user experiences.
