Dal corso: UX Foundations: Research
In-house vs. external
Dal corso: UX Foundations: Research
In-house vs. external
- As a UX researcher, the environment you work in can have a pretty big impact on how you perform research. There's always some nuance in roles and projects but generally working internally at an organization can look pretty different than serving as an outside UX resource. When you work internally, you're more likely to have the opportunity to develop a deep understanding of the product and build relationships with users. You may get to track their actions and responses over time so you may choose long-tail methodologies like diary studies, longitudinal surveys where you ask the same question or examine the same behaviors over a period of time, regular benchmarking studies to see how experiences compare over time or focus on uncovering new needs within your user base. Because you usually dive deeper into a specific user base and industry when you work internally, you also have to be aware of the potential for bias or missed opportunity. You may find yourself knowing the space and interfaces so well that you inadvertently lead participants in certain directions or miss nuances in different kinds of users. Additionally, when you're intimate with the politics of a project and know what would be best for your stakeholders or team you may find yourself favoring that solution. We'll discuss how to ensure that you craft unbiased research plans later but it's important to be aware of the phenomenon. To further combat this you can ask another researcher to review your plans and make sure you run a pilot study to flesh out any issues. Now, let's talk about external UX researchers. In this role, you might serve as an extra set of hands to an existing team or help establish a whole new research practice. For purposes of this course let's assume the hiring organization is looking to help answer a particular question regardless of their structure or UX maturity. When an organization brings you in to execute specific research there's almost always going to be a learning curve to understand the nuances of the space. This can be good and that you may not be as likely to be biased and may offer a fresh perspective but you need to account for the extra prep time. You may also be less likely to have access to an existing customer base so there could be logistical challenges when finding and scheduling the right kind of participants. There are ways to get representative-enough users or recruit from existing databases which we'll discuss in more detail as well. Being an external UX researcher also means that you need to pay attention and cater your working style to the existing structure in the organization. Some organizations really value quantitative data and they will have a bias towards polished reports that offer lots of graphs. Meanwhile, others will focus more on qualitative feedback and want you to work directly with design and development teams to figure out next steps. While you shouldn't let an organization's biases decide the best methodology to answer questions, it's helpful to understand their business needs and take those into consideration when figuring out their research and presentation methods that will be most useful to the teams.
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