Epitomist - UX Research Service

UX Research Services

Stop guessing. Observe and engage your users.

We conduct objective user experience research and user research by carefully selecting from a range of qualitative and quantitative methods to learn users’ ever-evolving attitudes and behaviors.

How to decide your UX research methods?

It is important to select the most suitable research method or a combination of research methods from the start to maximize the research impacts.

Epitomist helps you to select the best research methods to suit your objective. We provide an end-to-end service from designing the UX research and methodology, recruiting participants, moderating and executing the research sessions, to reporting.

For reference, the 3 factors below may affect the selection of methods:

  1. Design Phases
  2. Attitudinal vs Behavioral
  3. Qualitative vs Quantitative
Epitomist - Data Analytics

Design Phases

  • Discover:  To determine the possibility and feasibility before designing a new product/ feature
  • Explore: To understand the problems and users while designing or after development
  • Test: To evaluate design and feature during development or after development
  • Listen: To be on constant monitoring for potential new issues after going live

Attitudinal vs Behavioral

  • Attitudinal: Listen to what users say
  • Behavioral: Observe what users do

Qualitative vs Quantitative

  • Qualitative: Suitable for addressing “why” and “how” to address an issue
  • Quantitative: Suitable for determining “how many” and “how frequent”. Widely used for benchmarking and metrics measurement. 

Research Methods & Activities

Discovery Phase

  • Phase: Discover
  • Attitudinal + Qualitative
  • A one-day workshop where your stakeholders gather to brainstorm, prioritize and decide the course of action. Fast and effective. Useful for requirements gathering.
  • Phase: Discover, Explore
  • Attitudinal + Qualitative/Quantitative
  • Logging and measurement of participants’ self-reported experience of interacting with a website, app or product over an extended period of time.

Ethnographic Study

  • Phase: Discover, Explore
  • Behavioral + Qualitative
  • Observation of participants in their most natural settings and often used to factor in aspects such as cultural and environmental differences in design.

Focus Group Discussion (FGD)

  • Phase: Discover, Explore
  • Attitudinal + Qualitative
  • One-to-many guided discussion on specific topics or to collect feedback on a website, app or product.

In-depth Interview (IDI)

  • Phase: Discover, Explore
  • Attitudinal + Qualitative
  • One-to-one guided discussion on specific topics or to collect feedback on a website, app or product.

In-depth Interview / Focus Group Discussion

  • Phase: Discover, Explore
  • Attitudinal + Qualitative
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Exploration Phase

  • Phase: Explore
  • Attitudinal + Qualitative
  • An interactive, fun and activities-packed workshop where your participants discuss, collaborate and help you in designing your products or features.
  • Phase: Explore
  • Attitudinal + Qualitative
  • Evaluation and validation of an idea, wireframe or prototype during conceptualization or before design/ development. 

Card Sorting & Tree Testing

  • Phase: Explore
  • Attitudinal + Qualitative
  • Card sorting is used to design information architecture while tree testing is used to validate the information architecture.
  • Phase: Explore
  • Persona building is a process where a combination of research methods is used to come up with fictional characters that best represent your users.
  • Phase: Explore
  • Usually done together or after persona building, user journey mapping defines the experience of your users from the start point of interaction to the endpoint.

Information Architecture

  • Phase: Discover
  • Attitudinal + Qualitative

Testing Phase

  • Phase: Test 
  • Behavioral + Qualitative
  • Observation of participants while they interact with your website or app to complete tasks. Conducted in a lab and moderated by a researcher.
  • Phase: Test 
  • Behavioral + Qualitative/Quantitative
  • Observation of participants while they interact with your website or app to complete tasks. Conducted remotely and moderated by a researcher.
  • Phase: Test 
  • Behavioral + Qualitative/Quantitative
  • Observation of participants while they interact with your website or app to complete tasks. Conducted remotely and not moderated.
  • Phase: Test
  • Qualitative/Quantitative
  • A quick way to access the usability of your digital product. Based on a set of conventional practices, our UX consultants will evaluate your website, app, product or service.

A/B Testing

  • Phase: Test
  • Behavioral + Quantitative
  • Evaluation of two separate designs with difference in one variable by comparing the conversion for both designs. Also known as multivariate testing when more variables are involved.
  • Phase: Test
  • Qualitative
  • An audit of your website, app or platform according to UX principles or Web Content Accessibility Guidelines (WCAG).

Listening Phase

Survey

  • Phase: Listen
  • Attitudinal + Quantitative
  • An effective and fast quantitative method to gather respondents’ feedback, preferences and thoughts through online or offline questionnaire administration.  

Remote Moderated Usability Testing

  • Phase: Explore
  • While persona is behavioral in nature.

Unmoderated Usability Testing

  • Phase: Explore
  • While persona is behavioral in nature.