I prioritize a pragmatic approach based on the resources available like budget, people, and time. These activities operate in the form of qualitative or quantitative UX research methods, competitive analysis, market studies, and financial analysis. If a project calls for several research methods, I create a research roadmap outlining the schedule and activities.

For every activity, I develop a concise plan that includes background research, a problem statement, goals, questions, methodology, participant recruitment and screening, venue identification, scheduling, and prepare a script for user interviews, usability testing, and contextual inquiries.

I prepare, structure, and execute the research plan by recruiting and organizing participants, conducting interviews, running the tests, performing the field observations, collecting data, and documenting the research through notes, tabulations, recordings, video, images, etc.

After executing the research plan, I gather data, screen outliers, and analyze the findings to identify meaningful macro patterns. I use affinity diagrams to locate micro-connections relevant to the problem statement, goals, and research context. I then share the results with the team to gain their perspectives. Upon interpreting the data, I analyze its main points, and classify them based on their level of importance, impact on users, and relevance to overall business goals. These observations translate to research findings that allow for clearly summarized recommendations.

Based on the results, I develop a summary report with a project brief that includes the problem statement, goals, methods, participants, findings, insights, and recommendations. I then submit the report to the stakeholders.

Metrics vary per industry based on the goals of a business, project, or user. As an example, for a hospitality project, postlaunch measurement tools could include Cloudbeds Analytics, Online Travel Agent’s (OTAs) Reviews, Average Occupancy Rate (OCC), Average Daily Rate (ADR), Revenue per Available Room (RevPAR), Market Penetration Index (MPI), Average Length of Stay (ALOS), Conversion Rates, Surveys.

When further research is needed, I recommend other triangulation research methods to unearth new information, generate insights, and validate findings. These methods can be qualitative and quantitative, attitudinal and behavioral, or generative and evaluative. Quantitative analysis such as F-test, T-test, or Anova testing. can determine a level of significant difference and validate a hypothesis.