UX Research vs. Market Research Past, Present, Future Jason Buhle - PowerPoint PPT Presentation

UX Research vs. Market Research Past, Present, Future Jason Buhle | September 2019 CONFIDENTIAL CONFIDENTIAL

Who are you? What is UX Research? Plan of Attack What is Market Research? What’s the difference? I have a dream CONFIDENTIAL 2

Who are you? 3 CONFIDENTIAL

UX Research What is UX Research? UX (user experience) research is the systematic investigation of users and their requirements, in order to add context and insight into the process of designing the user experience. (IXDA) "User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products. (NNG) 4 CONFIDENTIAL

Market Research What is Market Market research consists of systematically gathering data about Research? people or companies – a market – and then analyzing it to better understand what that group of people needs. (Shopify) 5 CONFIDENTIAL

What’s the difference? Market Research UX Research Who are these people and what do they want? “Done before a solution is considered or agnostic of a “Done while a solution is being developed of or after it has particular solution” been released“ 6 CONFIDENTIAL

What’s the difference? Market Research UX Research “Supports marketing, sales and brand strategy” “Supports product and design“ 7 CONFIDENTIAL

What’s the difference? Market Research UX Research “Mostly quant” “Mostly qual“ 8 CONFIDENTIAL

What’s the difference? Market Research UX Research “Old” “New“ 9 CONFIDENTIAL

What’s the difference? Market Research UX Research “Physical “Digital“ 10 CONFIDENTIAL

What’s the difference? Market Research UX Research “Easier to get into the field” “Harder to get into the field“ 11 CONFIDENTIAL

Secondary Research Ethnography Contextual Surveys Research Overlapping techniques Focus Groups Diaries In-Depth Interviews 12 CONFIDENTIAL

Communities Pricing Research Conjoint & Market Research Social Listening MaxDiff Segmentation Trackers And a few that are different Benchmarking Card Sorting UX Research Participatory Tree Testing Design 13 CONFIDENTIAL

I have a dream… 14 CONFIDENTIAL

It’s All Applied Insights Research Method: Qualitative Analytics Everything else… Market Research Design Research 15 CONFIDENTIAL

Thank you Jason Buhle Director, UX Strategy Faculty, USC Master of Applied Psychology Program CONFIDENTIAL