Research Methods
21 articles
Learn qualitative research methodologies — from user interviews and Jobs-to-be-Done to thematic analysis and affinity mapping.
The Complete Guide to AI-Powered Qualitative Research
Everything you need to know about using AI for qualitative research — from methodology selection to automated analysis. Learn how AI interviews, voice conversations, and automated theming are transforming how teams understand their customers.
The Definitive Guide to User Interviews
Everything you need to plan, conduct, and analyze user interviews that produce actionable research insights.
The Complete Guide to Thematic Analysis
Learn how to systematically analyze qualitative data using Braun and Clarke's six-phase thematic analysis framework.
How to Write Great Interview Questions
Learn to craft open-ended, neutral interview questions that surface genuine user insights instead of confirmation bias.
Jobs-to-Be-Done Interview Guide
Learn the JTBD interview methodology to uncover why customers switch products and what progress they're trying to make.
The Mom Test: How to Talk to Customers Without Being Misled
Learn Rob Fitzpatrick's Mom Test methodology to ask questions that even your mother can't lie to you about.
How to Find and Recruit Research Participants
A practical guide to sourcing, screening, and scheduling the right participants for your qualitative research study.
How Many Interviews Are Enough? A Guide to Sample Size
Understand saturation, practical guidelines, and research-backed recommendations for qualitative sample sizes.
Affinity Mapping: Organize Qualitative Data Into Themes
Learn how to use affinity mapping to group qualitative research data into meaningful clusters and uncover actionable patterns.
Qualitative vs. Quantitative Research: When to Use Each Method
A clear breakdown of qualitative and quantitative research — what each method reveals, when to use each, and how to combine them for the most complete picture of your users.
UX Research Process: A Complete Framework for 2026
A practical end-to-end guide to the UX research process — from defining your research question to activating insights that actually change product decisions.
UX Research Plan Template: How to Structure Any Research Project
A UX research plan aligns your team on what you are studying, why it matters, and what you will do with the findings. This guide provides a complete template and instructions for writing a research plan that stakeholders will actually read and act on.
User Research Plan Template: How to Plan Research That Gets Used
A complete user research plan template with guidance for every section — so your research stays on track, gets stakeholder buy-in, and produces findings that actually influence decisions.
Focus Group Research: The Complete Guide
Learn when to use focus groups, how to design and moderate them, and when AI-powered individual interviews are a better fit.
Focus Groups vs. Interviews: How to Choose the Right Method
Learn when to use focus groups vs. individual interviews in qualitative research. Includes a comparison table, decision framework, and guidance on avoiding groupthink bias.
Customer Discovery Interviews: The Complete Guide
Learn how to conduct customer discovery interviews to validate your product ideas before building. Covers Steve Blank methodology, question frameworks, sample sizes, and common mistakes.
How to Conduct Usability Testing: The Complete Guide
A comprehensive guide to usability testing for UX researchers and product managers. Covers types of testing, participant numbers, step-by-step facilitation, and the most common mistakes to avoid.
Surveys vs. Interviews: How to Choose the Right Research Method
A comprehensive comparison of surveys and interviews as research methods. Understand when to use each, the key trade-offs, how to combine them in mixed-methods studies, and why the choice matters for research quality.
Customer Discovery Interviews: The Complete Guide
Learn how to plan, conduct, and analyze customer discovery interviews that reveal real customer needs — and how AI can help you run them at scale.
Unmoderated vs Moderated User Research: How to Choose
Understand the real differences between moderated and unmoderated user research — and how AI-moderated interviews give you depth at scale that traditional approaches never could.
Semi-Structured Interviews: The Complete Guide
Learn how to design, run, and analyze semi-structured interviews — the gold standard for qualitative research that balances structure with flexibility.