Contextual Inquiry || What is it? A research method that involves observing people in their natural context (in person or remotely for some topics), and asking semistructured and or unstructured…

IDI / Mental Model || What is it? Each person has their own mental model that represents the way they think, feel and/or behave in regards to everything. They are based on beliefs, not…

User Experience Researcher / UX Researcher || What is it? An individual whose primary function is to conduct user research in close collaboration with design, product…

UXR/User Experience Research || What is it? User experience research studies the specific experiences someone expects, desires, or has with a product, website, application, or service design. Uncovering user behaviors, needs, and motivations informs product and service design decisions to overcome pain points and provide optimized solutions.

Quantitative Research || What is it? Quantitative Research is always concerned with numerical data. The purpose of quantitative research is to generate research study responses…

Qualitative Research || What is it? Qualitative research originated in the social behavioral sciences (e.g. sociology, anthropology and psychology). Today, in the context of…

Marketing research || What is it? Marketing Research is defined as the influence, reach, and execution of marketing actions, to learn more about the behaviors, interests, or any other…

Market research || What is it? Market research is the process of gathering information about people/target audience (consumers, customers, users...

Likert Scale || What is it? The Likert Scale is named after its inventor, psychologist Rensis Likert. It was originally a 5 or 7 point survey scale used to measure...

Journey mapping || What is it? A journey map is a visualization of a process someone goes through to accomplish a specific goal. It typically contains actions, emotions, and touch points...