It’s exciting to see more professionals wanting to research customers to make their services and products fit better. But there’s a lot of confusion about how to choose the most appropriate research methods to suit your goals.
So what’s the best way to discover customer motivations? How do you understand how customers feel and think? How can you probe the emotional aspects of a user’s task? These are all different questions with different goals.
Here’s how you can decide what research to do in each case.
