How to plan an effective user research study.
A step-by-step guide for PMs from Coda’s Head of Research.
Alissa Doose
Head of User Research at Coda
Blog > Product teams · 8 min read
User research can help answer these questions and more by providing insight into the experience, desires, and opinions of real, everyday customers—current or potential.
Exploratory problems.
When you’re facing an issue that could have a significant impact on the future of your company and feel uncertain about what to do (such as how to respond to an industry trend like AI), user research can help you identify “what you don’t know you don’t know” and inspire potential solutions.Cross-functional problems.
It’s difficult to facilitate decision-making when a problem spans several teams with different opinions on what to do. Research can settle internal debates by revealing what users (the ultimate stakeholder) think and feel.Validative problems.
If you already have a clear sense of the answer to your problem, user research can help gut-check (or “validate”) your beliefs. This is a great approach to take when you need to quickly ensure you’re headed down the right design or engineering path before sinking too much time into either.Once you have a research problem in mind, talk to your team to confirm broader interest before you invest time and energy into investigating it—and ideally, get a few team members to join in on the research itself.
Step 2
Develop a study plan.
Research goals.
What do you hope to discover about the problem you’ve identified? What are your in-going assumptions, or hypotheses, about what you will discover? (Even in an exploratory problem, you likely have rough assumptions.) Your research goal is the heart of your study and will guide you in developing questions, recruiting users, and picking the appropriate method and tools to actually conduct your research.Research questions.
These are your core questions for users that will either confirm or challenge your assumptions. Write down as many questions as possible and rank them by importance and uncertainty about the answer. The questions with the highest importance and highest uncertainty should be your focus.Team roles.
I recommend identifying:- A research lead, responsible for study design and execution.
- A research support, responsible for data analysis.
- Key stakeholders, responsible for previewing the plan and reviewing findings.
User personas.
When you try to solve a problem for everyone, you often solve it for no one. Create one or two descriptions (“personas”) of your target user(s) to guide your recruitment.Methodology.
There are multiple ways to conduct a study today, from creating a concept test to conducting a survey. Consider your options, timeline, resources, and desired depth of insights, and don’t be afraid to mix methods to get the results you need. Unfamiliar with the options? You can find a comprehensive list of methodologies in my article on core research principles.We’ve created two publicly accessible research kits on Coda.
We've made it easier than ever to develop a plan and conduct research. Take a peek at our medium kit (for in-depth research) or mild kit (for quick studies).
In-product tools.
In-product tools allow you to study users in-the-moment while using your product. At Coda, I recommend in-product tools when someone wants to:- Ask users who are actively using our product about an action they’ve recently taken (e.g., clicking, filtering, making a button, upgrading, installing integrations, etc.).
- Understand a current user’s experience along the customer journey (e.g., consideration, adoption, onboarding, etc.).
- Recruit current users for longer studies, done at a later date and time.
- Gather mostly quantitative data with some qualitative data—think multiple choice questions, short answers, and a high volume of responses.
Examples of in-product tools include:
- Sprig inserts surveys directly into the product experience, collecting insights from specific users when they take specific actions.
- HotJar provides data on how users behave and feel on your site, predominantly through heatmaps and user recordings.
Out-of-product tools
Out-of-product tools allow you to study users who are not actively using your product. At Coda, I recommend out-of-product tools when someone wants to:- Gather perspectives from people who may or may not be users of Coda.
- Ask current users to reflect on their experience using the product, such as net promoter score studies or concept exploration.
- Ask new users about topics that can be tested without prior knowledge of Coda, such as onboarding flow or pricing.
- Gather mostly qualitative data with some quantitative data—think live interviews or open-text responses, with just a handful of participants.
Examples of out-of-product tools include:
- Grain is an AI-powered meeting recording tool that automates note-taking, record-keeping, and highlight reels.
- Fable tests inclusive product design with people with disabilities.
- UserTesting is a video-first platform that allows you to see and hear the experiences of real people as they engage with your product.
- Calendly automates scheduling meetings.
Step 4
Conduct your study.
Continuously reference your study plan.
Remember: every action you take should ladder back up to your original research goals. Resist the urge to boil the ocean in a study.
Step 5
Analyze findings.
Communicate your story through multiple angles.
Include video clips, direct quotes, and visuals—all with clear takeaways.
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