We recently hosted an insightful webinar with Luisa Nolasco, UX Research Lead at Vodafone UK. It was an interactive and relaxed session where Luisa shared her experiences and expertise in UX research, providing a great opportunity for attendees to understand the fundamentals of the field.

Luisa began by giving us some background on her work. With eight years of experience in UX research, she specialises in both qualitative and quantitative methods. While she works across both, she has a particular passion for qualitative research, which involves more in-depth exploration of users’ behaviours and motivations through methods like interviews and observations. She explained how she also uses visuals to enrich the research process, helping to present findings more clearly to stakeholders at various stages.

UX Research vs. Market Research

Luisa was quick to highlight the distinction between UX research and market research. While market research tends to focus on broader consumer trends and competitors, UX research is all about understanding how users interact with a product or service. It’s about identifying user needs, behaviours, and pain points, rather than simply looking at the market as a whole.

She compared UX researchers to investigative journalists, saying that both seek to uncover the “why” behind human actions and communicate their findings to a wider audience.

The Difference Between Qualitative and Quantitative Methods

A key part of the session was Luisa’s explanation of the two main types of research methods: qualitative and quantitative.

• Qualitative research focuses on understanding user behaviour through conversations, observations, and other non-numerical data. It aims to explore the motivations and emotions behind how users act, providing richer insights into their experiences. Methods like interviews, focus groups, and diary studies fall under this category. The sample sizes in qualitative research are typically smaller, as it involves more detailed, one-on-one engagements with users.
• Quantitative research, on the other hand, deals with numerical data. It’s often used to measure or validate findings on a larger scale. Methods such as surveys, analytics, and usability tests gather data from large sample sizes to give a broader picture of user behaviour. This approach helps answer questions like “how many” or “how often.”

Luisa explained that both approaches are important in research, but they serve different purposes. Qualitative methods provide deep insights into why users behave in a certain way, while quantitative methods help to quantify and validate those insights across a larger group.

Visuals in UX Research

One of the standout points from Luisa’s talk was her emphasis on the power of visuals in research. She explained how using real photos, videos, and even virtual reality can bring user experiences to life, making the findings more relatable and engaging for stakeholders. Rather than relying on stock images, Luisa encourages researchers to use visuals that accurately represent the real people and environments they’re studying.

For instance, Luisa shared a story about a project where she used photos of cancer patients’ paperwork to highlight the overwhelming volume they had to deal with. This simple visual helped convey the issue in a way that words alone couldn’t.

Common Misconceptions About UX Research

Luisa also took some time to address common misconceptions about UX research. For example, many people believe that UX research is solely about digital products. However, as Luisa pointed out, UX research can be applied to any product or service, including physical products, in-store experiences, or even government services.

She also mentioned that UX research is not just about usability testing. While usability tests are important, UX research encompasses a wide range of methods, from ethnographic studies to interviews and surveys.

Final Thoughts

Luisa wrapped up the session by discussing some of the challenges UX researchers face, such as finding the right participants and avoiding biases. She stressed the importance of empathy in understanding users and ensuring research findings reflect real user experiences.

Overall, the webinar was an enlightening look at the world of UX research, with Luisa providing practical insights and useful tips for anyone interested in the field. If you missed it, don’t worry—there will be more opportunities to learn and dive deeper into UX research in future sessions!