Beyond UX Research

We live in a digital and liquid age where the way we interact, consume and relate to our environment is constantly transforming. Here, research plays a crucial role in helping us understand digital and social complexities.

Research in the digital environment is more than just observation; it is a strategic tool that drives innovation and progress.

We refer to UX Research as those methods that help us understand the needs, behaviours and preferences of users in relation to our product or service, with the ultimate goal of improving design, usability and overall user satisfaction. But in a digital business, this is not the only relevant factor. It is also necessary to take into account what strategies the competition is following, what is aligned and what is not aligned with one's own interests. And what strategies can guarantee greater sustainability in the future, etc.

By understanding user motivations, analysing the market and adopting innovative technologies, organisations can create stronger strategies and more personalised experiences.

Research perspectives in the digital world

An important point in the field of research is to assess the various existing techniques and approaches, their potentials and strategic combinations. In the following, we explore the three fundamental types of research that we at Aktios always try to include in the projects we carry out: user feedback-based research, market-based research and exploration-based research.

User feedback-based research

This perspective feeds into the User Centered Design (UCD) philosophy and is a fundamental pillar of all research. When we talk about user feedback research, we mean direct feedback from customers, non-customers, potential users, etc.

Techniques that fall within this perspective not only reveal user preferences and experiences, but also identify areas for product improvement. These techniques are the ones we are most used to finding under the umbrella of UX Research.

Some concrete examples are:

• User Testing. It is an evaluative process that focuses on assessing the usability of a product or service, as well as ensuring that user requirements and expectations are met.

• Contextual observation. This involves examining and evaluating user patterns and behaviours. In the digital environment we can do this by using collected data such as: interaction metrics, clicks and other indices. And in the physical environment we can also define different metrics to track, or we can study behaviours in the natural environment during the performance of specific tasks.

• User interviews. These are structured conversations with users that allow us to delve individually into their concerns, needs, anecdotes, memories; in such a way that they enrich the conceptualisation of our product or service.

• User research. The previous examples were aimed at improving the product or service, but they can be applied with the objective of getting to know the users. Discern which groups, profiles and characteristics they meet in order to be aware of this information when making decisions.

• Neuro-research. Like Neuromarketing, it is a field that uses scientific techniques and tools to study the brain and emotional responses of individuals, including interaction with products or services. It seeks to better understand the cognitive processes that influence the behaviour of individuals.