Research Methods for Creative Industry Roles

The creative industry has a complicated relationship with consumer research. Just the notion of testing creative garners groans and face palms from designers who have been on the receiving end of validation testing gone awry, forcing watered down designs and frantic frankensteined directions, all in the hopes of salvaging a viable path forward. Marketers and brand managers alike feel similar pain, often having to painstakingly manage multiple stakeholders and executives expectations while praying that the creative they’ve been working on tirelessly for months makes the cut, beats current and hits industry standards and performance benchmarks just to see the light of day. Having been a part of many robust qualitative and quantitative studies, focus groups behind two way mirrors, store intercepts and shop-alongs, eye-tracking and ai-algorithm testing, I believe the CPG industry has an unhealthy obsession with validation research and is in desperate need of a new philosophy: 𝐓𝐞𝐬𝐭𝐢𝐧𝐠 𝐭𝐨 𝐥𝐞𝐚𝐫𝐧, 𝐧𝐨𝐭 𝐭𝐨 𝐰𝐢𝐧. Testing to learn means testing early, testing possibilities not outcomes, making an investment in the development of the work rather than validating decisions made. And yes, while we all want that triumphant feeling of winning in testing, you get there a hell of a lot faster and more efficiently if you have inputs earlier in the process to gain consumers insights - after all, isn’t that who we’re designing for? Having learned many lessons the hard way, here's my approach to getting the most out of consumer research: › Test work early and let it inform decision making, but never outright decide. › Bring testably different design directions to the table. The more varied the greater the learnings. Iteration stymies education. › Numbers don’t lie, but they also don’t say everything - qual gives meaning and insight to quant, so read the reviews. › Read between the lines from respondents. What people mean is more important than what they say, but it requires careful attention. › Decode System 1 responses and System 2 responses, the differences matter. › Be aware of consumer purchase drivers - you'll learn quickly if you nailed this or missed the mark. › Qualitative is rocket fuel for creatives so unleash the verbatims. › Testing can't tell you everything - keep in mind your overall objectives and brand strategies at play, this is a chess match after all. I've been fortunate over my career to work with brands at every stage - from pre-revenue startups like Vive Organic to growth-stage brands like Country Archer Provisions and GoodPop to billion dollar brands and category leaders like Nestlé HotPockets. What I’ve come to realize, no matter the size, scale or life-stage of a brand - the most effective creative is born of early consumer intel and results in work that tests better down the line. Interested in learning more? I'll be speaking on the subject at HOW Design Live in Denver next week! #strategy #research #design

✨ Some stories are too powerful—or too painful—for words alone. In our latest explainer, we explore three creative research methods that reveal hidden truths and empower participants to share experiences in new ways: 📸 Photo Elicitation – using images as prompts to spark memories and emotions. 🤳 Photovoice – handing the camera to participants so they can tell their own stories. 🎨 Art-based Methods – drawings, collages, and other creative expressions that unlock perspectives words can’t capture. From family mealtime photos to children redesigning hospital spaces with quick sketches, these methods show how research can move beyond words to reach deeper insight, empathy, and connection. 🔍 For qualitative researchers, UX teams, and community organizers, these approaches open doors to richer, more human stories.

💡Mapping research methods to product design goals With so many different research methods that you can use during the design process, it can be hard to know what methods to choose for your particular task at hand. User Interviews team nicely categorized user research methods into four main decision types: Vision, Strategy, Definition, and Evaluation. 1️⃣ Vision Vision acts as a North Start for your product design—it establishes a direction for your future product. To enable vision decisions, you should choose methods that give you clarity on users’ needs, wants, and beliefs. Focus: Understand user perspectives, explore new opportunities, and inform high-level product direction. Methods: User Interviews, Ethnography (Observations), Focus Groups, Diary Studies, Competitive Analysis. 2️⃣ Strategy Strategy decisions determine the steps you need to take to achieve your vision. To enable strategic decisions, choose methods that give you detailed insights into users’ big-picture beliefs. Focus: Formulate detailed plans on how to achieve the product vision grounded in deep user insights. Methods: Continuous Discovery Interviews, Focus Groups, Competitive Analysis, Card Sorting, Surveys, Analytics, Ethnography (Observations), Co-design, and Tree Testing. 3️⃣ Definition Definition decisions determine whether or not you pursue a specific design direction. To enable these decisions, you should choose methods that allow you to get early feedback on potential design directions. Focus: Refine design choices and validate early concepts, features, and user interactions. Methods: User Interviews, Focus Groups, Usability Testing, Preference Testing, A/B Testing, Card Sorting, Click Testing, Surveys, Co-design, and Tree Testing. 4️⃣ Evaluation Evaluation decisions concern planning iterations of your product. To enable evaluation decisions, you should choose methods that allow you to continuously identify problems that customers may encounter during interaction with your product. Focus: Asses the effectiveness of the existing product and its features to inform iterative improvements. Methods: A/B Testing, Click Testing, Analytics, and Surveys. 📕 Guides ✔  How to Choose a User Research Method (by User Interviews) https://lnkd.in/dTv5idRc ✔  Which UX Research Method to Use (by Lena Borodina) https://lnkd.in/dpYnJRpD #ux #uxresearch #research #design #uidesign #uxdesign

Sashoto Seeam on a recent post presented data to show how few organizations in our country offer #research opportunities - especially for #designers. Additionally, the chance to work remotely on research projects has decreased significantly. So, what can those of us interested in research-focused design do? Here are a few points I’d like to highlight: 1) Cultivate a Habit of Inquiry: Start by building a habit of asking questions and seeking answers. Before beginning any task, ask yourself questions like Who, When, What, Where, Why, Why Not, and How. This will not only help you uncover research opportunities but also justify the need for research within your projects. Example: App’s rating drops > Why? > Is there an issue during the payment process? > on Which step exactly? > Don't know? -> Now you've the opportunity to convince management - We could have found the cause if there was funnel or events set up or let us 1 day to talk to few customers. 2) Create Opportunities When They Don’t Exist: If there isn’t a clear path for research, try injecting small research practices into your current work processes, whether within your team, agency, or personal workflow. Example: On a past freelance project, I offered to review a client’s analytics, free of charge, to better understand their requirements and suggest more effective UI solutions. This proactive approach can make a big difference. 3) Take Baby Steps: Begin with methods you can handle and build up gradually. First, solidify your theoretical knowledge and apply it to your work. Start with simple methods like desk research, then learn survey creation, usability testing, and eventually delve into analytics with tools like Google Analytics, MS Clarity, or Maze. 4) Build Relationships for Better Data Access: To work effectively with data, you’ll need to foster connections with teams handling analytics or management. Although your organization may not directly support analytics, you can still learn from informal data exchanges, which may eventually lead to formal opportunities. 5) Learn to Interpret Data Accurately: Presenting data insights effectively is crucial. By practicing with dummy data or seeking feedback from experienced professionals, you can refine your ability to convey insights that demonstrate the value of research to management. Joining platforms like ADPList to connect with researchers and reading case studies can help strengthen your skills in data interpretation and visualization. 6) Explore Beyond UX Research: Research isn’t limited to UX. Broaden your scope and consider social science research fields, such as NGOs or research firms, which often provide opportunities for practical experience. This diverse experience can significantly enhance your UX research skills. I hope these points inspire and support you in creating or finding research-focused opportunities. If you agree or disagree with any point, feel free to comment. If you're doing research works, let's connect!

🔬 UX Research Framework (PDF, https://lnkd.in/eRRwd4nW), a visual guide on how to apply UX research for intentional design decisions, even when under pressure to deliver. Start at the top left, and move through the diagram to organize your research. By Erika Hall 👏🏽. 🚫 Research questions are not interview questions. 🚫 You can’t just ask people what you want to know. ✅ The key to good research is finding good questions. ✅ You won’t find them until you admit you have no answers. ✅ Establish clarity first: what you need to know, and by when. ✅ Before brainstorming ideas, brainstorm useful questions to ask. ✅ Keep a running list of relevant questions for entire company. ✅ Turn highest priority questions into UX research projects. ✅ How you phrase questions shapes what you can learn. ✅ Set goals: real-world check, find bottlenecks, explore ideas. ✅ Explain what data you need to be confident in your decisions. ✅ Explain how you will gather data, timelines, roles and costs. 🚫 Spot and flag decisions that are based on guesswork. ✅ Research methods are ways to answer your questions. ✅ Choose methods that will give you the data that you need. ✅ Good research is always rooted in the past, not the future. ✅ Keep adding emerging questions to the list of known unknowns. As Erika notes, too often companies invest an incredible amount of effort in research, just to leave it in a research repository on SharePoint, never to be touched or used. Look ahead how you will document, present and integrate your insights. Set timelines, roles, metrics and a reporting schedule. Companies typically block research not because there isn’t enough time or money, but because they think it’s expensive, time-consuming and will cause disruptions. Asking questions is inherently threatening to authority, and management often fears being undermined or questioned. There is always time and money for research. You can always learn something useful within whatever time and budget is available. Address high-priority questions first. Help teams integrate insights. Establish relationships. Flag assumptions. Track the impact of your work. Start with a small commitment, then grow: slowly but steadily. Useful resources: How to Choose The Right UX Research Methods, by Allison Grayce Marshall https://lnkd.in/eyKW8nSu When to Use Which UX Research Methods (+ PDF), by Christian Rohrer https://lnkd.in/eJY7yCHW Research Questions Are Not Interview Questions, by Erika Hall https://lnkd.in/ef_8jNgU How To Build UX Research From Scratch (+ Templates), by Ori Dar https://lnkd.in/eV533Qkt 🪴 UX Research Field Guide (Free Books) https://lnkd.in/eV8MebAG #ux #research

🔍 Types of Research Every Designer Should Know As a UI/UX Designer, I’ve learned that design is only as strong as the research behind it. Creativity alone is not enough—understanding users, their behaviors, and their motivations is what transforms design into meaningful experiences. Here are the key research types every designer should be equipped with : 1️⃣ Quantitative Research → Numbers, data, and patterns (surveys, analytics, A/B testing). 2️⃣ Qualitative Research → User stories, behaviors, and context (interviews, diary studies). 3️⃣ Exploratory Research → Early discovery, uncovering hidden needs and opportunities. 4️⃣ Descriptive Research → Structured insights into demographics, behaviors, and patterns. 5️⃣ Evaluative Research → Usability testing and validation of design decisions. 6️⃣ Primary Research → Fresh, first-hand insights from users. 7️⃣ Secondary Research → Leveraging existing studies and reports for context. 📌 For me, research is not a step—it’s the backbone of informed design. The more we know our users, the more impactful and empathetic our solutions become. 👉 I’m curious to know: Which research method do you rely on most in your design practice, if anything I missed? #UXResearch #UXDesign #ProductDesign #DesignThinking #HumanCenteredDesign #figma #adobeillustrator #photoshop #UI/Uxdesigner