Surrogate user research
User research… but not in the typical version, meaning lengthy ethnographic studies that seem to take forever before obtaining some data. I’m talking about a simpler way, a faster way of doing it. I call it “extreme user research.” What’s so extreme about it? Well, it can be done in 30 minutes per interviewee, and it generates loads of useful data that will have a real impact on design, thus making your website more profitable.
Daniel Lafreniere here is talking about surrogate research – talking not directly to the end users but those who talk to the end users – sometimes on a daily basis.
It is certainly an interesting idea – from my own perspective as a market researcher, I often think that it makes a lot of sense for the client [marketing company / design agency] to take inputs from researchers who anyway deal with consumers and users on a daily basis – and are constantly exploring, understanding and analyzing the changes they see over time…
Read also :
– the comments on the article
– An earlier post on : Really short focus groups
– Guerrilla Techniques – Does inexpensive research have to be ‘quick & dirty’? from Leisa Reichelt’s blog
Filed under: Research methods |
Tags: consumer research, consumer understanding, consumers, design, extreme ser research, quick research, research insights, surrogate research, user research