Exploratory research is just one of three types of qualitative research. Here’s how the three types work together to shape product development:
Exploratory research (also commonly called formative or strategic research) should happen before product development even starts. This type of research helps you understand the motivations of a specific audience, why something is a problem for this audience and how your team might embark on solving this problem.
Evaluative research tests the validity of different design directions, so it’s often used in the concept and design phases of product development. This type of research helps product teams evaluate how well the design is solving the problem at hand and assess whether or not the design needs to pivot before it is released.
Iterative research helps teams identify and fix usability issues within a design by repeatedly completing similar research studies until the design is perfected. It takes place during the last phases of product development, during the build and beta stages.
If you’ve previously used research only for evaluative or iterative purposes, exploratory research is going to feel different than what you’re used to. Because it takes place before the design phase, its deliverables won’t include design directions or usability suggestions. Instead, through interviews or field studies, you’ll get answers to questions like:
What attracts our target segment to use our product? To use competitive products?
How does actual use compare to expectations?
What needs does this target segment have when using a product like ours? What gaps, if any, are there in our offering?
These insights will help you develop a deeper understanding of your users and whether their needs require innovative new solutions or improvements to existing ones.
This is also interesting:
Also:
