At EffectiveUI, we live and breathe user research. We work to make sure we have a thorough understanding of our clients’ customers for every digital interface that we create. To us, it is second nature.
I can’t tell you how often, though, we run across companies that do not take the time to truly understand their customers through user research. They get great market data – demographics, psychographics – but they don’t often take the time to sit down and find out from their customers exactly why, how, when and where their customers are interacting with their digital properties. What are their desires, goals, distractions, emotions and so on?
We’ve seen that learning this kind of valuable information can lead companies to re-direct their strategy, drive better organizational results, and sometimes uncover new market opportunities to better engage their customers.
Take a look at my article in UX Magazine, “Sharpening Your Competitive Edge with UX Research” to read more about the tools we use to help businesses turn user research into actionable strategy, as well as a client example from Martha Stewart Living Omnimedia.
I would also love to hear what user research tools and approaches you use to inform your business strategy, or your clients’ strategy.