What does User research mean in marketing terminology?

User research

User research is a critical part of the process of designing any product. It refers to the process of actively exploring the needs, behaviours, and motivations of potential users, in order to inform product design and development.

The overall goal of user research is to understand and learn from people who interact with the product, to understand their needs and preferences, and determine the behaviour of users in different contexts. This allows for a deep understanding of user behaviour, needs and preferences, to inform product design choices that adapt to the needs and experiences of users, and provide them with easy and desirable solutions.

User research is an essential step in the whole product design process, from conception to market launch. In the early stages of development, it can help define the target user and the product features best suited to them.

Throughout the product lifecycle, user research can help to measure user satisfaction and identify areas of improvement. It can also provide a better understanding of the context in which the product will be used, helping to inform the design of the product and its features, as well as development, marketing, and sales activities.

At the core, user research is all about talking to users, gaining insight and understanding, and using it to create better products. As such, it’s an iterative, qualitative process that involves collecting and analysing data from real users. The process typically consists of four steps: Discovery, Planning, Collection, and Analysis.


The first step in user research is Discovery. Here, the goal is to gain a better understanding of the user needs, behaviours, and goals related to the product. This is done through interviews, focus groups, surveys, observation and/or other methods of gathering data.

When conducting Discovery, research topics to focus on include: user needs, problems, use cases, actions, motivations, competencies, goals, and behaviours. Through Discovery, researchers can gain a better understanding of user behaviour and how users interact with the product. This can be used to validate existing assumptions and inform product design decisions.


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The second step of user research involves Planning. Here, the researcher must plan their research strategy. This includes choosing which research techniques should be used, what data to collect, and how to analyse and interpret it.

When planning user research, the researcher must consider: the type of user being researched, the research goals, the resources available, the timeline and budget, and any bias or preconceptions that may be present. This ensures that the research is conducted in a unbiased manner, and that the techniques used are appropriate for the data being collected.


The third step of user research is Collection. Here, the researcher collects data about the users and their product experiences. This involves conducting interviews, gathering surveys, and conducting observations. The methods chosen will depend on the research goals and the type of user being researched.

During data collection, the researcher should also look to collect real-world data from users, so as to gain insight into the actual usage of the product, rather than relying on assumptions. This data can take the form of interviews, surveys, observations, or other methods.


The fourth and final step of user research is Analysis. This involves analysing the data that has been collected and determining what insights can be gained from it. This can involve coding or categorising different user responses, identifying patterns, and using analytics tools to analyse large datasets.

In this way, the analysis stage can turn the qualitative data collected from users into numerical data. This data can then be used to understand user behaviour and gain deeper insights into user needs. These insights can be used to inform product design decisions, and optimise the user experience.

User research is a critical step in the product lifecycle, and one that should not be overlooked. It provides valuable insights into the needs and behaviours of users, enabling product designers to create products that are tailored to user needs and provide them with better solutions. By following the steps outlined above, it is possible to effectively conduct user research and turn it into actionable insights.