During a workshop, people were asked what choices they consider when selecting a new pair of shoes. One participant, in particular, provided some valuable insights. When asked about the most important consideration, he didn’t hesitate to respond, stating that fit was his top priority. Intrigued, the facilitator continued the conversation by asking him about his most recent shoes purchase. He explained that he had bought his last pair of shoes online, and the facilitator followed up with, “How were you certain that the shoes you purchased would fit?” His response was honest: “I wasn’t entirely sure, but I like the brand, and there was a promotional offer at the time.”
The contrast between these two responses is quite revealing. The initial one reflects his perceived approach to his shopping habits, with an emphasis on fit. However, the second response unveils the practical factors that influenced his actual purchasing decision. In reality, the brand and the appeal of a promotional deal took precedence over his initial emphasis on fit.
This disparity highlights the complex dynamics that underlie consumer choices in today’s world and the importance of asking the right questions. Let’s unveil three concepts that should strengthen your toolkit for explorative user research.
1. It’s About Them, Not You
In the realm of user research, it’s essential to shift the spotlight away from your product or service concept and shine it on the lives and stories of your users. It’s easy to get caught up in the excitement of what you’re offering, but the heart of successful user research lies in empathy and understanding.
2. Focus on actual behaviour
Avoid the common pitfall of asking users to speculate on future scenarios. Instead, focus on their past experiences and behaviours. Initiate conversations about their daily routines, challenges, and aspirations. A good example question would be ‘Talk me through the last time you purchased shoes’. Dive deep into their world, not just as potential consumers but as individuals with unique stories to tell. This shift in perspective fosters a stronger connection, allowing you to uncover valuable insights that guide your product or service development.
3. Uncover the ‘why’ and ‘how’
To truly understand your users, don’t settle for surface-level responses. Dive deeper into the ‘why’ and ‘how’ behind their actions and choices. When users share their experiences, continually inquire ‘why’ to reveal their motivations. For instance, if a user favours a particular brand, find out if it’s due to trust, nostalgia, or another emotional connection. Additionally, explore the ‘how’ for better understanding their current behaviour by dissecting their strategies and processes. This unveils hidden pain points that could lead to innovation opportunities.
At Y squared, we explored this approach during our collaboration with Payflip, a fast-growing smart salary start-up, where we conducted market research for platform optimisations. Instead of asking the users straight away what they would like to see improved on the platform, we asked about their behaviour the last time they were performing an action or were looking for certain information. That way we were able to receive unbiased responses to further optimize the User Experience.
Key takeaways:
- Ask questions about their lives and stories rather than your product or service concept
- Go for actual behaviour from past experiences, don’t speculate on future scenarios
- Uncover the waarom and how to better understand motivations and existing behaviour
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