Resist the temptation

How market research can be used for good, or for awesome, within reason

This article is day 25 of a 31 day series. A mash-up of the Inktober 2022 prompt list and UX terminology. Read more about the challenge here.

Day 25 | Inktober prompt: Tempting | UX Term: Market Research

Tell me “no” and I’ll do it

When you talk about temptation it’s almost always fun. Like when you ask someone with a knowing smile, “What did you do that you weren’t supposed to?” We use other terms when it’s something we are supposed to do or is out of our control, like we were “reminded” to, or we were “surprised by”. But when we were “tempted” by something, it typically means that it is ill advised, but has some level of joy that makes you want to do it anyway.

So I started to think. What about market research, something so valuable to the UX process, could fall under this scandalous term of “tempting”. And honestly, the first thing that comes to mind: doing too much.

First, what is market research?

I know, I know, too much research? Shenanigans. No such thing. But like any good thing, there can always be too much. It’s a real temptation for designers and researchers because you have intimate knowledge of just how damn valuable it can be.

Market research can take many forms. At the highest level it can be broken down into two main categories, primary and secondary.

Primary research is research that you or your team conduct. This is information gathering from the source, by talking to users, asking questions, and observing responses. It’s a bit more involved, and a lot more fun, if you’re into that kind of thing, which I totally am. This is my favorite method based on the interaction alone, but that doesn’t mean it’s better or should stand alone.

Secondary research is your second-hand info. Meaning it’s collected by someone else, and is shared in some public way where you can find it. Think, something you can find by searching Google, or in trade publications. There are free resources, and there are resources only available behind a paywall. Depending on your need and budget, seek the avenue that works for you.

A small caveat relating to online research: It can be a mixed bag when it comes to the quality of information that you find online. Make sure that if you are referencing secondary market research, that you have a good idea of how the information was collected, and the methods used to ensure the accuracy of reporting. You know what they say, you always find what you’re looking for, especially on Google. Okay, maybe not that last part, but it’s true. If you search “why primary research is the best research” you will find all kinds of support for primary research. So there is no pride in proving your point, because with 10 seconds and a search engine, you can find support for just about any crazy idea. With great power… do better.

Why is it important to UX?

The first job of a UX designer is to empathize with users. To do so we must first understand the space as best we can, and market research is an incredible tool to help do that. From surveys, and user interviews, to competitive analysis and public data, we want to absorb as much as we can, and then synthesize all of that into useful observations. It’s then that we begin to see patterns emerge, and we can better define the problem we are looking to solve.

Takeaway

Market research is a tool you can use for good or for awesome. But be aware that you can get lost in the weeds with the plethora of information out the world. It’s important to focus on areas that best suit the space, and use practices that are unbiased and fair in their assessment and data gathering. Allow the data to surprise you and you may find new avenues for solving problems. Do not even think about solutions. Seriously, if you go into your market research with a solution in mind, you’re already limiting yourself. I know it can be tempting, you problem solver you, but trust the process, and dig in!