User Research


user researchUser Research provides a number of techniques and tools to help you understand how people are using and interacting with your products and services.

User research also provides methods to help you understand peoples needs and desires for products and services that you are contemplating, for example by understanding the market size and opportunity, the profile of the user base etc. This is sometimes referred to as strategic research.

Both forms of research described above include qualitative and quantitative research methods. Quantitative methods typically involve larger sample sizes (hundreds or thousands of users) and might include surveys and interviews and other structured approaches to collecting data. Analysis can be done by people (research professionals) or machines (automated analysis tools such as text analysis, for example).

Qualitative methods are with smaller sample sizes (typically less than 50 people) and focus on understanding what people are thinking and feeling, and observing and interpreting the context of their experiences. Qualitative and are conducted intensively online and offline, and include focus groups (online and offline), in-depth interviews, ethnography and including mobile ethnography) and research communities.

Mobile Ethnography

Mobile ethnography, one of the methods available using Dub’s market research technology, is a powerful way to capture moments, observations and in-context responses from participants. Imagine people sharing their social activities or how they are using your products and services via pictures and video. This kind of information is hard to capture through more traditional recall or journalling activities, hence the value of mobile ethnography.

Research Communities

Research communities are the ideal way to get close to consumers’ everyday lives and gather their opinions, ideas and experiences over time, no matter where they are. Research communities allow carefully selected people (participants or respondents) to interact with a moderator or each other via any device using Dub’s web technology.

Research communities vary in size, typically from 30 up to 500 members. Managing the community and forming relationships with members is the role of a community manager, and requires communication and moderation skills. Members are set a range of activities including blogs, discussions, polls, surveys, creative exercises and stimulus response.

The benefits of online research communities and mobile ethnography as a user research method include:

  • Geographic reach
  • Rapid response
  • Cost effectiveness (when compared to offline methods)
  • Agility
  • Rich multimedia output
  • User immersion over time
  • Ease of accessibility for internal stakeholders


What next?
To find out more about how Dub can help you conduct user research and really understand what people are doing, thinking and feeling then contact us to schedule a conversation and share your ambitions.