<aside> ℹ️ This template outlines steps to run a User Research Project and provides a template for capturing and analysing research data.

</aside>

About User Research:

What is user research?

This is the process of speaking to those in your community, network and ecosystem who use and have encountered your product/brand. We do this with the aim of learning about their wholistic experience and understanding how emotions act as driving factors in their decision-making process.

Why do we do user research?

User research is the best way to get in touch with those who are buying your product - your audience. It can also be a good way to learn from those who choose not to buy your product. When user research is done correctly it can:

• Give you insight into how your product solves your customer’s needs (i.e. your value proposition),
• Help define your target audience and the exact messaging that will help your product reach them, as well as
• Focus your marketing efforts on targeted channels and tactics to prioritise your effort and output.

The Process:

1. Identify target audiences as well as those who have detracted from your product/brand.
2. Reach out to them to schedule a 30-min chat about their experience with your brand (if you can pay them or offer them value for their time, you’re likely to find more willing participants).
3. Have a recorded call with each participant,
4. After each call capture the data you recall in the table below, then rewatch each call and flesh out the data more thoroughly.
5. Flip through the different views below to see different views of the data to use in your analysis.