When launching a product to the market, how do you determine what type of research to put into the foundation of all your work? Do you conduct market research into the market type? Or is it about speaking to the right user with user research? Both? Let’s understand what each is for and you can make an educated decision.
In order to better understand what type of research you should be doing, try and identify the problems that need solving and the questions that need an answer. Some of these could be market research-related, and some could be about user research. Here are a few examples:
- Is the product in question needed?
- If it is, what market does it fit into?
- What is the state of the market you want to enter into?
- Who is the potential customer that would buy this product?
- What problem would it solve for them?
- How likely would they be to actually purchase this product?
- What would drive them to buy this product?
- Will it bring them satisfaction?
When trying to answer these questions, you will notice that some are geared more broadly towards the market and some more specifically towards the user. They can be difficult to answer, but by doing the required and relevant research into the basis of each one, you can find the answers.
Research methodologies into each type – market or user research – are conducted differently and require their different approaches to get the detailed feedback we need.
Market Research Approach
Market research would be conducted using potential users of the product, but the questions asked would focus on the market requirement, not the user’s needs. For example: they would ask questions about the appeal of the product and how it would deliver value. They would determine the need for the product and how much of it exists.
User Research Approach
User research would also speak to the potential users of the product, but the questions asked would be more in line with the user, specifically. They would find answers to questions such as what the user wants, what problems need to be solved, how they currently solve these problems and also what it is that keeps them going towards solving it.
The Differences Between Market Research And User Research
Market research is typically about the bigger picture and over-arching industry, while user research is more about user behaviour and problem solving. Both are equally as important in delivering a product in such a way that it serves the market and is purchased by the user. If we were to break it down simply, it would look like this:
|Market Research||User Research|
|Broad insight||Detailed insight|
|Quantitative research methods||Qualitative research methods|
|Big samples of information||Small samples of information|
|What people purchase||How people use a product|
Market research is better applied in the beginning stages of the product development cycle. It has the sole purpose of determining whether or not this product will make money. Once this has been accomplished, user research wall fall into line to determine the detail about how the product will be used. Neither one should be used interchangeably and the definition between the two should be clear.
Both can help you make better, informed decisions about your products or services. Ready to get started? Let’s help you. Contact us today.