{"id":26631,"date":"2021-11-17T16:01:08","date_gmt":"2021-11-17T16:01:08","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=26631"},"modified":"2023-12-01T22:21:11","modified_gmt":"2023-12-01T22:21:11","slug":"user-research","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/user-research\/","title":{"rendered":"You can&#8217;t always get what you quant: Bringing numbers to life through user research"},"content":{"rendered":"<p>At Intercom, <a href=\"https:\/\/www.intercom.com\/blog\/research-analytics-data-science-team-values\/\">research, analytics, and data science<\/a> informs everything we do. We build a deep, holistic understanding of our customers, employing user research to unite quantitative and qualitative insights.<\/p>\n<p>Every tech company wants to be more \u201cdata-driven\u201d, to ensure their decisions are shaped by a robust customer understanding \u2013 a picture of their customers\u2019 past, present, and future needs that can inform long-term company strategy.<\/p>\n<blockquote class=\"pullquote-style-one\"><p>\u201cResearchers acknowledge and invest in the <span style=\"font-weight: 400;\">\u2018<\/span>what\u2019, but often forget to slow down and understand the <span style=\"font-weight: 400;\">\u2018<\/span>why\u2019 \u2013 the people behind the numbers and emerging trends\u201d<\/p><\/blockquote>\n<p>To achieve this, researchers capture online movements, behavioral changes, and customer information (with customer consent, of course!). They acknowledge and invest in the \u201cwhat\u201d, but often forget to slow down and understand the \u201cwhy\u201d \u2013 the people behind the numbers and emerging trends.<\/p>\n<p>What are customers\u2019 underlying reasons for spending more time on a specific page? Why does the bounce rate increase after a tiny change to a landing page? Data is a robust starting point, but it only addresses one side of the coin. It can\u2019t tell us whether the content is compelling or the experience intuitive. For that, we rely on user research.<\/p>\n<h2 id=\"user-research-is-the-practice-of-understanding-people-the-why\">User research is the practice of understanding people \u2013 the \u201cwhy\u201d<\/h2>\n<p>In short, the practice of user research consists of:<\/p>\n<ul>\n<li>Talking to customers &#8211; recruiting a representative sample, scripting questions, talking.<\/li>\n<li>Listening &#8211; letting the customer lead, practicing active listening, offering undivided attention.<\/li>\n<li>Watching &#8211; observing the flow, subtle cues, micro expressions.<\/li>\n<li>Collecting &#8211; taking notes, gathering existing data points, studying relevant past research.<\/li>\n<li>Analysis and synthesis &#8211; clear findings, actions, decisions.<\/li>\n<\/ul>\n<p>The qualitative practice of user research brings to life the customers behind the product, offering insights into their evolving needs and influencing product direction accordingly.<\/p>\n<blockquote class=\"pullquote-style-one\"><p>\u201cUser research plays a proactive role in your customers\u2019 success while including them in the journey\u201d<\/p><\/blockquote>\n<p>It\u2019s designed to add context and clarity to the hints given by quantitative data that&#8217;s collected in parallel, surfacing salient points to guide product improvements. Ultimately, user research plays a proactive role in your customers\u2019 success while including them in the journey.<\/p>\n<h2 id=\"the-value-of-user-research\">The value of user research<\/h2>\n<p>However hard we try, we bring our own biases and beliefs to the assumptions we make and solutions we come to. Talking to your customer and listening to their needs is an opportunity to uncover surprising insights that may not have occurred to you.<\/p>\n<p>User research can add value by:<\/p>\n<ul>\n<li><strong>Helping design effective, delightful UX:<\/strong> Our Product Research team dove into our users\u2019 \u201caha moments&#8221;, pinpointing incidences of customer delight and value within our product. This research changed the way the team framed problems, and later supported the design of our Product Tours feature.<\/li>\n<li><strong>Disproving assumptions.<\/strong><\/li>\n<li><strong>Providing an unbiased perspective.<\/strong><\/li>\n<li><strong>Helping to build a robust customer understanding:<\/strong> An example of this is our customer fact sheet, developed by the Product Research team to bring our target customer segments to life and deepen our understanding of their needs.<\/li>\n<li><strong>Helping to create valuable products that solve actual needs and pain points:<\/strong> We created Internal Job Boards, an initiative that explains the jobs our customers buy and use Intercom to do. It allows us to keep the customer at the center and build a product that directly addresses the problems they\u2019re facing.<\/li>\n<\/ul>\n<h2 id=\"applying-user-research-in-practice\"><b>Applying user research in practice\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Here\u2019s how you can apply user research in your organization:<\/span><\/p>\n<p><b>Step 1: <\/b><span style=\"font-weight: 400;\">Begin by understanding the problem you\u2019re solving for, asking yourself \u2018Why now?\u2019 and \u201cWhat\u2019s the potential for longer term impact in the work?\u201d Avoid coming up with solutions or diagnosing symptoms at this point.<\/span><\/p>\n<p><b>Step 2:<\/b><span style=\"font-weight: 400;\"> Start pulling together your research questions, and empower your team to get involved. Reach out to your stakeholders and capture their thoughts and questions with the aim of deducing and refining them later.<\/span><\/p>\n<p><b>Step 3:<\/b><span style=\"font-weight: 400;\"> Define your objectives, asking \u201cWhat do we aim to get out of the research initiative?\u201d This adds clarity and structure to the work before you jump in with both feet.\u00a0<\/span><\/p>\n<p><b>Step 4: <\/b><span style=\"font-weight: 400;\">It\u2019s time to select your methodology. Depending on your timeline, you may want to start small by conducting internal interviews, reaching out to the customer service or sales team. Beginning internally gives you an opportunity to pilot your research, refine your research questions, and provide clarity to support action.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you don\u2019t have much time or you\u2019ve already tested your processes, this step might mean reaching out to customers to pencil in interviews.\u00a0<\/span><\/p>\n<blockquote class=\"pullquote-style-one\"><p>\u201cShare your findings early, often, and widely across your organization\u201d<\/p><\/blockquote>\n<p><b>Step 5:<\/b><span style=\"font-weight: 400;\"> Share your findings early, often, and widely across your organization. The output of your well-formulated and organized work will be hugely impactful. Make sure to make this practice a regular part of your research process.<\/span><\/p>\n<h2 id=\"bringing-quantitative-and-qualitative-research-together\"><b>Bringing quantitative and qualitative research together<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Together, quantitative and qualitative research provide a holistic understanding of your customers, their needs, and their product behaviors. Combining these practices provides clarity into not only what is happening, but why.\u00a0<\/span><\/p>\n<p><em><span style=\"font-weight: 300;\">Intercom is hiring data scientists and researchers at various levels across Dublin, London, and remote in the UK and Ireland. Help shape the future of the Research, Analytics &amp; Data Science (RAD) team at a fast-growing company that&#8217;s on a mission to make internet business personal \u2192 <\/span><a href=\"https:\/\/www.intercom.com\/blog\/careers\"><span style=\"font-weight: 300;\">Here\u2019s a link to our open research and data science roles.<\/span><\/a><\/em><\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>At Intercom, research, analytics, and data science informs everything we do. We build a deep, holistic understanding of our customers, employing user research to unite quantitative and qualitative insights.<\/p>\n","protected":false},"author":504,"featured_media":26632,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[1],"tags":[82,24971,181,24972,146,144],"coauthors":[24973],"class_list":["post-26631","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-analytics","tag-data-science","tag-product-research","tag-rad","tag-recruitment","tag-research"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Bringing numbers to life through qualitative user research<\/title>\n<meta name=\"description\" content=\"At Intercom, we combine quantitative and qualitative insights to build customer understanding. 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Here&#039;s how we carry out user research.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/user-research\/\" \/>\n<meta property=\"og:site_name\" content=\"The Intercom Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/intercominc\" \/>\n<meta property=\"article:published_time\" content=\"2021-11-17T16:01:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-12-01T22:21:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/11\/User-research-at-Intercom-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1800\" \/>\n\t<meta property=\"og:image:height\" content=\"842\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Hayley Camille Morgan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@intercom\" \/>\n<meta name=\"twitter:site\" content=\"@intercom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hayley Camille Morgan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/user-research\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/user-research\\\/\"},\"author\":{\"name\":\"Hayley Camille Morgan\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/61661cca5739d8f22cbd4655e054fb79\"},\"headline\":\"You can&#8217;t always get what you quant: Bringing numbers to life through user research\",\"datePublished\":\"2021-11-17T16:01:08+00:00\",\"dateModified\":\"2023-12-01T22:21:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/user-research\\\/\"},\"wordCount\":899,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/user-research\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/11\\\/User-research-at-Intercom-1.jpg\",\"keywords\":[\"analytics\",\"data science\",\"product research\",\"RAD\",\"recruitment\",\"research\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/user-research\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/user-research\\\/\",\"name\":\"Bringing numbers to life through qualitative user research\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/user-research\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/user-research\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/11\\\/User-research-at-Intercom-1.jpg\",\"datePublished\":\"2021-11-17T16:01:08+00:00\",\"dateModified\":\"2023-12-01T22:21:11+00:00\",\"description\":\"At Intercom, we combine quantitative and qualitative insights to build customer understanding. 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