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Research Categories
- Who Conducts
  - Primary
    - Self-conducted research
    - Direct user interaction
    - Examples: interviews, surveys, studies
  - Secondary
    - Others’ compiled information
    - Sources: books, articles, journals
- Data Type
  - Qualitative
    - Based on observations/conversations
    - Answers “why” and “how”
    - Gathered through detailed feedback
  - Qualitative
    - Based on counting/measuring
    - Answers “how many” and “how much”
    - Large-scale surveys
Primary Methods Deep Dive
- Interviews (Min. 5 users)
  - Advantages
    - Deep understanding of user thoughts
    - Real-time follow-ups
    - Direct user suggestions
  - Disadvantages
    - Time consuming
    - Expensive
    - Small sample size
    - “Group bandwagon effect”
- Surveys
  - Advantages
    - Large sample size
    - Quick insights
    - “Inexpensive and remote”
  - Disadvantages
    - Limited feedback depth
    - Format restrictions
    - Less personalization
- Usability Studies
  - Advantages
    - First-hand observation
    - “Challenges assumptions”
    - Detailed feedback
  - Disadvantages
    - Only measures ease of use
    - Expensive
    - Lab vs real-life differences
Secondary Research Value
- Advantages
  - “Cheaper and faster”
  - Readily available
  - Supplements primary research
- Disadvantages
  - No direct user interaction
  - No product-specific feedback
  - “Can be misleading if not done properly”