Customer / User Research Methods

Description

Course description

An intensive 2 day introduction to customer/user research. Understand how to conduct valid and informative research to help you understand your audience and make more effective decisions.

This course covers all of the core research methods you need to make your products a success, including interviews, usability testing, surveys, diary studies, tree testing, and card sorting.

“The facilitator was brilliant and really engaging. I will definitely recommend this course to other people in my organisation. It gave a great overview of everything that I needed/expected.“

Amy Orr
Business Analyst, Elsevier

Is it for you?

Have you had to make decisions based on assumption or hunches? Or worse still, made a wrong decision based on poor or inappropriate research? Have you conducted expensive focus groups that left you thinking, “so what”? Are you bombarding your customers with surveys that never seem to deliver the insight you need? If so, this course is for you.

This course is equally for you if you want to learn how to know the best way to spend your time and resources to get the maximum insight to feed into your UX strategy. Doing research is important, but doing the right research is more important still. This course will teach you how to plan a research programme (for you, your teams or 3rd parties to execute) and how to spot and reject bogus research.

The foundation course is aimed at those with limited (or no) experience of commissioning or running user research projects, with a view to helping you to confidently understand and choose the appropriate research methods for your projects. Product owners, UI Designers, and Project Managers would all likely benefit from this course.

What you will learn

Topics covered in the course include:

• How to select the right research method for your needs
• When to employ quant vs qual approaches
• How to prepare and plan your research
• How to analyse your research results effectively
• How to deliver real and actionable customer insight that can inform your website and services

“What has been particularly valuable in the training session was the stories from working in different companies and sectors, and seeing/hearing how the methods have been applied in contexts that I can relate to. I hope to take another course from you soon.“

UX Specialist
Sheffield City Council

Learning objectives

After completing the training, you will be able to:

• Describe and discuss the benefits of customer research
• Differentiate between good and bad research techniques
• Be able to specify appropriate research to supply real and actionable customer insight leading to improvements in customer experience
• Draw upon practical experience gained to deliver effective observations, interviews, surveys and analysis
• Be able to utilise qualitative data to inform your strategy and design decisions

Necessary for remote learning

• Access to Zoom