You’ve learnt about the various methods you can use to study your users. Each method has its own advantages and drawbacks, and it’s important to understand which method to use depending on your product, your users, and the kind of information you want to gather — information on what users think or what they do.
If you want to understand what users say or think, surveys, interviews and focus groups can help you gauge their beliefs and attitudes. If, on the other hand, you want to focus on what users do or how they use your product, methods like A/B testing and heatmaps are more suitable.
Interviews are suitable for gathering qualitative data, whereas surveys are handier for collecting quantitative data.
Ungraded Assignment
Suppose you are a PM at Lenskart who is involved in launching a feature “Try frames online” where a user can try a frame online and see how it looks on him/her. You want to understand the needs and wants of your users. You want to know what is their perception of this feature. Which user research methods would be suitable for getting these answers?
- Interviews - In this situation, interviews would be the perfect method as they provide qualitative feedback. This method will help you understand upfront what your users desire from the product and provides insights into their behaviours and pain points while using your product.
- A/B testing
- Eye tracking
- Surveys