Choosing the right research method
A practical guide to selecting research methods that match your questions and constraints
Not all research questions are created equal, and neither are the methods used to answer them. Choosing the right research method is as important as conducting the research itself. The wrong method wastes time and produces misleading results.
Generative vs. evaluative
Generative research explores the problem space — it helps you understand what to build. Evaluative research tests specific solutions — it helps you understand whether what you built works. Mixing these up is one of the most common research mistakes.
When to use what
Interviews excel at uncovering motivations, mental models, and unmet needs. Usability testing reveals interaction problems and comprehension issues. Surveys quantify known phenomena across large populations. Analytics show what people do, not why they do it.
The constraint reality
Budget, timeline, and access to participants shape every research plan. A five-person usability test conducted quickly is almost always more valuable than a fifty-person study that takes months to complete. Speed and iteration beat perfection.
Synthesis is the skill
Conducting research is the easy part. The real skill lies in synthesis — finding patterns across data points, distinguishing signal from noise, and translating findings into actionable design decisions. Research without synthesis is just data collection.