15 Types of UX Research To Understand Your Target Audience

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Understanding your users is at the heart of every successful digital product, and this is where the types of UX research come into play. Whether you’re building a mobile app, a website, or a SaaS platform, research helps uncover how real users think, behave, and interact with your product.

By applying different UX research methods, designers and product teams can create experiences that truly resonate with their audience.

User research goes far beyond surveys or interviews—it’s a structured process that combines qualitative and quantitative insights.

From observing user behaviors to running A/B tests, the various types of user research methods provide clarity on pain points, motivations, and decision-making patterns. These findings are critical in shaping designs that are not only aesthetically pleasing but also functional and accessible.

In this Design Journal article, we’ll explore 15 types of user research that every UX designer and strategist should know. Each method serves a unique purpose, whether it’s understanding user needs at the discovery phase, testing usability before launch, or refining experiences post-release.

Types of UX research methods

By mastering these techniques, you can ensure your design decisions are always backed by real user insights rather than assumptions.

Qualitative UX research

Qualitative UX research focuses on understanding user behaviors, motivations, and needs through in-depth insights. It provides a rich context for designing intuitive and user-friendly experiences.

1. Interviews

Interviews are one of the most widely used remote UX research methods because they allow designers to directly engage with users. These one-on-one conversations help uncover deep insights into user needs, motivations, and frustrations.

By asking open-ended questions, researchers can gather rich qualitative data that goes beyond surface-level behaviors.

The strength of interviews lies in their flexibility. Researchers can adapt follow-up questions depending on the user’s responses, leading to valuable discoveries that structured surveys might miss. This makes interviews ideal for the early stages of product design when understanding pain points is crucial.

However, interviews can also be time-consuming and resource-heavy. It’s important to carefully plan your questions and recruit a diverse pool of participants. When conducted well, interviews provide a strong foundation for building user-centered products.

2. Focus groups

Focus groups bring together a small group of users to discuss their experiences, opinions, and preferences. This user research method is especially useful when teams want to generate ideas and observe how people respond to different concepts in a social setting.

By using a skilled moderator, focus groups can provide insights into shared experiences and collective attitudes toward a product or service. They are particularly effective for exploring perceptions of branding, design aesthetics, or early-stage product ideas.

On the downside, focus groups can be influenced by groupthink or dominant participants. Researchers must balance input and encourage quieter voices to contribute. Despite these challenges, focus groups remain a valuable method for collecting diverse perspectives.

3. Usability testing

Usability testing focuses on observing users as they complete specific tasks within a product or prototype.

This UX research method highlights where users struggle, what confuses them, and how intuitive the design really is. It provides direct evidence of how well the product aligns with user expectations.

During testing, users are asked to perform tasks while researchers note behaviors, frustrations, and errors.

This makes usability testing a critical method for refining interfaces before a public launch. The data collected is both qualitative (user feedback) and quantitative (success rates, time taken).

One of the biggest benefits of usability testing is its ability to quickly highlight design flaws. Even testing with just five users can reveal the majority of usability issues. For UX teams, it’s one of the most practical and actionable types of user research.

4. Contextual inquiry

Contextual inquiry involves observing users in their natural environment while they interact with a product or perform tasks.

Unlike usability testing in a lab, this user research method captures the context surrounding real-world product use. Researchers gain insights into workflows, environmental factors, and external challenges that influence user behavior.

The strength of contextual inquiry lies in its authenticity. By immersing in the user’s setting, researchers can uncover barriers and needs that users themselves may not articulate in interviews.

However, contextual inquiries require time, planning, and strong observation skills. Researchers must balance watching without interfering, ensuring the data collected is natural and unbiased.

5. Diary studies

Diary studies ask users to record their thoughts, feelings, and behaviors over a set period of time. This UX research method captures long-term experiences that might not emerge in short sessions. Participants document their interactions in real-time, reducing recall bias.

This method is particularly useful for understanding how users engage with a product over days or weeks. It helps uncover patterns, pain points, and evolving attitudes toward a service. For products with complex or recurring use, diary studies provide context-rich insights.

The challenge with diary studies is participant consistency. Not all users may log their experiences regularly or in detail. To address this, researchers often provide prompts or digital tools that make the process easier and more structured.

6. Ethnographic studies

Ethnographic research borrow methods from anthropology to deeply understand users within their cultural or social environments. Researchers immerse themselves in the daily lives of users, sometimes over extended periods.

This UX research method provides holistic insights into behaviors, motivations, and unspoken needs.

By observing users in context, ethnographic research often reveals problems that traditional methods overlook. For example, it can highlight cultural nuances that affect product adoption or preferences. This makes it especially valuable for global or diverse user bases.

The biggest drawback is that ethnographic studies are time-intensive and resource-heavy. They require skilled researchers who can analyze complex social interactions. Still, for companies aiming to deeply understand their target audience, ethnography offers unmatched depth.

Quantitative UX research

Quantitative UX research involves the systematic collection and analysis of data to understand user behavior and preferences. This method helps inform design decisions through measurable insights, ensuring a more user-centered product development process.

7. Surveys

Surveys are one of the most common UX research methods used to gather large-scale quantitative data. They allow researchers to collect feedback from hundreds or even thousands of users quickly. With structured questions, surveys can reveal patterns in preferences, satisfaction, and usability.

The strength of surveys lies in their scalability and efficiency. They provide measurable insights that help teams validate assumptions or prioritize design decisions. For example, they can identify which features users value most or highlight areas that need improvement.

However, surveys must be carefully designed to avoid bias. Poorly worded questions or limited answer options can skew results. A well-structured survey provides a reliable way to support data-driven decisions in UX design.

8. A/B testing

A/B testing compares two versions of a design or feature to see which performs better. This UX research method is data-driven, helping teams identify the most effective option based on user behavior. It is especially valuable for optimizing website layouts, CTAs, and content.

In A/B testing, users are randomly shown one of two versions, and their interactions are measured. Metrics such as click-through rates, conversion rates, and time on page help determine success. This makes A/B testing a powerful tool for improving engagement and conversions.

The main advantage is that decisions are based on real user behavior rather than assumptions. However, running effective A/B tests requires a significant sample size to ensure reliable results.

9. Analytics

Analytics involves tracking user behavior through tools like Google Analytics, Mixpanel, or Hotjar. This quantitative UX research method provides insights into how users navigate products, where they drop off, and what features they use most. It turns raw data into actionable design insights.

For example, analytics can show how long users spend on a page, which buttons they click, and at what stage they abandon a process. These patterns highlight usability bottlenecks and opportunities to improve flow. Unlike qualitative research, analytics offers precise numerical evidence.

The limitation of analytics is that it shows what users do but not why they do it. Therefore, it works best when paired with qualitative research like interviews or usability testing. Still, analytics is essential for monitoring ongoing user behavior at scale.

10. Card sorting

Card sorting helps researchers understand how users categorize information. In this UX research method, participants group items into categories that make sense to them. This reveals mental models and informs better information architecture.

There are two main card sorting examples: open card sorting, where participants create their own categories, and closed card sorting, where they fit items into predefined groups. Both approaches uncover how users expect content to be structured. This is especially useful for websites, apps, and navigation systems.

The biggest benefit of card sorting is improved usability through intuitive organization. However, results may vary depending on participant backgrounds and interpretations. When analyzed carefully, it helps design clear, user-friendly content structures.

11. First click testing

First click testing measures where users click first when trying to complete a task. This quantitative UX research method evaluates whether a design guides users toward the correct action efficiently.

This method is valuable for testing menus, buttons, and navigation flows. By analyzing where users instinctively click, designers can identify confusing layouts or misplaced elements. It provides fast, actionable feedback during the design phase.

The strength of first click testing is its simplicity and clarity of results. However, it doesn’t capture the entire user journey—only the starting point. Despite this, it’s an effective way to validate design intuitiveness.

12. System usability scale (SUS)

The System Usability Scale (SUS) is a standardized questionnaire that measures perceived usability. It consists of 10 questions rated on a Likert scale, producing a score between 0 and 100. This UX research method provides a benchmark for comparing usability across products.

SUS is widely used because it’s simple, reliable, and quick to administer. The results can highlight whether a design is easy to use, frustrating, or confusing. Over time, repeated SUS testing helps track improvements in product usability.

While SUS gives a general usability score, it doesn’t explain the reasons behind user difficulties. For deeper insights, it should be combined with qualitative methods. Still, it remains one of the most effective tools for benchmarking user experience.

Other important UX research methods

In addition to usability testing and user interviews, various other methods can provide valuable insights into user behavior and preferences. Exploring these techniques can enhance the overall understanding of the user experience and inform design decisions.

Attitudinal vs behavioral

Attitudinal research focuses on what users say about their experiences, while behavioral research examines what users actually do.

This distinction is critical because users’ perceptions don’t always align with their actions. For example, a user might say a website is “easy to use” but still struggle with navigation.

Attitudinal methods include surveys and interviews, which capture user opinions, beliefs, and satisfaction levels. Behavioral methods, on the other hand, include usability testing and analytics that record actual interactions.

Combining both approaches helps avoid blind spots in UX design. Attitudinal insights reveal user expectations, while behavioral data shows real usage patterns. This balance ensures that design decisions are both empathetic and evidence-driven.

Generative vs evaluative

Generative research is used early in the design process to discover user needs and opportunities. It helps shape product direction by uncovering pain points, desires, and potential solutions.

Methods such as interviews, ethnographic studies, and diary studies fall into this category.

Evaluative research, on the other hand, measures how well a design solution works. It focuses on validating usability, efficiency, and satisfaction with a product. Usability testing, A/B testing, and surveys are common evaluative methods.

Both types of research are essential at different stages of product development. Generative research inspires innovation, while evaluative research ensures quality and usability. When combined, they create a user-centered design process that evolves with user feedback.

Continuous research

Continuous research is an approach where user research is conducted on an ongoing basis rather than at fixed points. It ensures that design decisions are always grounded in fresh insights rather than outdated assumptions.

By integrating continuous research, teams can regularly test features, monitor user behavior, and adapt designs in real time. Tools like analytics dashboards, rolling usability tests, and in-app feedback systems support this process.

The main advantage of continuous research is its ability to reduce risk and catch usability issues early. Instead of waiting for a redesign, teams can make incremental improvements. This proactive approach leads to more user-friendly products and sustained customer satisfaction.

Conclusion

UX research is the foundation of building products that truly serve user needs. By exploring different types of UX research, designers and product teams gain insights into both what users say and what they actually do.

This balance between qualitative and quantitative approaches helps in making informed design decisions.

The variety of UX research methods—from interviews and usability testing to surveys and analytics—ensures that no aspect of the user journey goes unnoticed. Each method plays a unique role depending on whether the goal is discovery, validation, or continuous improvement.

Frequently asked questions

How many types of research are there in UX?

There are two main types of UX research: qualitative and quantitative. Qualitative focuses on user thoughts, feelings, and motivations, while quantitative emphasizes measurable data such as clicks, time on task, and success rates. Both are essential for a holistic understanding of user experience.

What are the 4 stages of UX research?

The 4 stages of UX research are discovery, exploration, testing, and listening. Discovery identifies user needs, exploration generates design solutions, testing validates usability, and listening ensures continuous feedback after launch. Together, they form an iterative research process.

What are the 4 basic types of research?

The 4 basic types of research are descriptive, exploratory, correlational, and experimental. In UX, these translate into methods like user interviews, usability testing, analytics, and A/B testing. Each type helps answer different kinds of design questions.

What are the 5 stages of research?

The 5 stages of research include identifying the problem, reviewing literature, designing the research, collecting data, and analyzing results. In UX, this framework ensures research is systematic and leads to actionable insights that improve product design.