User Research Basics

By the end of this lesson you will be able to choose a research method for a question, write a one-page research plan, and turn messy notes into clear findings with an affinity map.

User research means learning about the people who will use a product: what they need, what they do today and where they struggle. It is the Discover stage of the double diamond. Without it, you are designing for a person who lives only in your head.

Why research beats guessing

Kabir is designing a fee payment page for a coaching centre in Kota. He assumes students pay. After talking to six families, he learns that parents pay, often from a different phone, and they want a receipt to show at home. One afternoon of research changed the whole design.

Here is the key idea: you are not your user. Your age, language, phone, network and habits are probably different from theirs. Research closes that gap.

Two ways to sort research methods

Research methods are easier to choose once you know two simple splits.

Split 1: what people say vs what people do.

• Attitudinal research collects what people say: their opinions, beliefs and reasons. Interviews and surveys are attitudinal.
• Behavioural research watches what people do. Observation, usability tests and analytics are behavioural.

People are honest, but they often describe what they think they do. A shopkeeper may say "I always check the UPI message" and then, while you watch, hand over goods after a quick glance. Behaviour tells you the truth that words miss.

Split 2: why vs how many.

• Qualitative research answers why and how. It uses small numbers of people and deep conversations.
• Quantitative research answers how many and how often. It uses larger numbers and counts things.

Common methods at a glance

You will learn interviews and surveys in User Interviews & Surveys, card sorting in Information Architecture and testing in Usability Testing.

Generative vs evaluative research

One more pair of words. Generative research happens early. It generates understanding and new ideas ("What do patients struggle with when booking?"). Evaluative research happens later. It evaluates a design you already have ("Can patients book a slot with this prototype?"). Most projects need both.

Write a one-page research plan

A research plan keeps your study focused. Write it before you talk to anyone. It should fit on one page.

1. Goal: one sentence. What decision will this research help you make?
2. Questions: three to five things you want to learn.
3. Method: which method, and why it fits the questions.
4. Participants: who you will talk to, how many, and how you will find them.
5. Timeline: dates for recruiting, sessions and analysis.
6. Consent and data: how you will ask permission and store notes safely.

Run this example to see a plan laid out as a simple card.

<!DOCTYPE html>
<html lang="en">
<head>
  <meta charset="utf-8">
  <title>Research plan</title>
  <style>
    body { font-family: system-ui, sans-serif; background: #f4f4f7; padding: 16px; color: #1a1a2e; }
    article { background: #fff; max-width: 480px; padding: 24px; border-radius: 8px; }
    h1 { font-size: 20px; margin: 0 0 16px; }
    dt { font-weight: 700; margin-top: 12px; }
    dd { margin: 4px 0 0; color: #374151; }
  </style>
</head>
<body>
  <article>
    <h1>Research plan: clinic booking</h1>
    <dl>
      <dt>Goal</dt>
      <dd>Decide which booking problems the first app version must solve.</dd>
      <dt>Questions</dt>
      <dd>How do patients book today? Who books for elderly patients? What makes them wait?</dd>
      <dt>Method</dt>
      <dd>Six 30-minute interviews plus one morning observing reception.</dd>
      <dt>Participants</dt>
      <dd>4 patients, 1 family member who books for a parent, 1 receptionist.</dd>
      <dt>Timeline</dt>
      <dd>Recruit Mon to Tue, interviews Wed to Thu, analysis Fri.</dd>
      <dt>Consent and data</dt>
      <dd>Verbal and written consent; notes stored without full names.</dd>
    </dl>
  </article>
</body>
</html>

You should see a white card with six labelled parts. The <dl> (description list) element suits label-and-value pairs like these.

Consent and ethics

Research involves real people, so treat them with respect:

• Explain why you are talking to them and how long it will take.
• Ask permission before recording audio or taking photos.
• Let them stop at any time without giving a reason.
• Collect only the personal data you need, and store it safely.

Make sense of notes with an affinity map

After sessions you will have many notes. An affinity map groups them so patterns appear. Think of sorting a pile of mixed laundry into shirts, trousers and socks: once sorted, you can see what you have.

1. Write each observation or quote on its own sticky note (paper or digital).
2. Put all notes on a wall without sorting.
3. Move notes that feel related next to each other.
4. Give each group a short name that says the insight, such as "Family members book for elders".
5. Count how many participants appear in each group to see which problems are common.

This example shows a small affinity map using CSS Grid.

<!DOCTYPE html>
<html lang="en">
<head>
  <meta charset="utf-8">
  <title>Affinity map</title>
  <style>
    body { font-family: system-ui, sans-serif; padding: 16px; color: #1a1a2e; }
    .map { display: grid; grid-template-columns: repeat(auto-fit, minmax(200px, 1fr)); gap: 16px; }
    .group h2 { font-size: 15px; margin: 0 0 8px; }
    .note { background: #fff6bf; padding: 8px; margin-bottom: 8px; font-size: 14px; box-shadow: 0 1px 2px rgb(0 0 0 / 0.15); }
  </style>
</head>
<body>
  <div class="map">
    <section class="group">
      <h2>Family members book for elders</h2>
      <p class="note">"My son calls the clinic for me." (P2)</p>
      <p class="note">"I book for Papa from my office." (P5)</p>
    </section>
    <section class="group">
      <h2>Waiting time is unclear</h2>
      <p class="note">Waited 70 minutes, no update (P1)</p>
      <p class="note">"I never know if the doctor is late." (P3)</p>
      <p class="note">Reception says "15 minutes" every time (observed)</p>
    </section>
    <section class="group">
      <h2>Phone line is always busy</h2>
      <p class="note">Called 4 times before getting through (P4)</p>
    </section>
  </div>
</body>
</html>

You should see three columns of yellow notes, each under a group name. On a narrow screen they stack. Notice that the group names are insights, not single words like "Time".

Common mistakes

• Asking leading questions, such as "Wouldn't an app be easier?" You will learn to avoid this in the next lesson.
• Talking only to friends. Your classmates are not the clinic's 65-year-old patients.
• Collecting data with no goal. Start with the decision your research supports.
• Treating one loud comment as a pattern. Count how many people said or did something.

Key points

• User research replaces guesses with evidence about real people.
• Attitudinal methods capture what people say; behavioural methods show what they do.
• Qualitative research explains why; quantitative research measures how many.
• A one-page plan covers goal, questions, method, participants, timeline and consent.
• Affinity maps group notes into named insights so patterns become visible.

Goal:         Decide if pre-ordering would reduce the lunch queue enough to build it.
Questions:    When is the queue longest? What do students order most?
              What stops them from ordering ahead today?
Method:       Observe the queue for two lunch breaks; interview 6 students.
Participants: 4 hostel students, 2 day scholars, plus the canteen owner.
Timeline:     Observe Mon and Tue, interviews Wed, affinity map Thu.