Discovery Research Methods

Discovery research (also called generative, foundational, or exploratory research) is all about pinpointing the problem and getting a clearer picture of who you’re solving it for. 

UX researchers use generative research methods that rely on direct observation, deep inquiry, and careful analysis—to understand their users, what they care about, how they think, and what motivates their behavior.

The data collected through this research helps generate ideas and discover opportunities to innovate and improve solutions that meet a real and specific need in the market. 

In this module, you’ll learn all about conducting

• Literature reviews, in which researchers collect, analyze, and synthesize published data to integrate 'known knowns' into future projects.
• Generative user interviews. In-depth, 1-on-1 interviews involve talking to participants and asking them a set of non-leading questions about behaviors, beliefs, and habits.
• Ethnography and field studies. Ethnographic research involves observing participants in natural (non-lab) settings.
• Diary studies, which offer insights into user habits, changes over time, motivations, and long-term customer journeys. 
• Focus groups. In the early stages of research, this method can be a useful way to get a broad-strokes view of your target audience. 
• Card sorting, a technique for finding patterns in how people understand and categorize information.