Launching a digital product without conducting user experience (UX) research is akin to embarking on a treacherous journey blindfolded, relying solely on assumptions. The stakes are high, as investing significant time and resources in developing a product that fails to address user problems can be detrimental to its success.
Fortunately, the tide has turned, and companies are increasingly recognizing the paramount importance of UX research in product development. However, reality often presents us with limited time and resources, challenging our ability to conduct in-depth research. In such situations, embracing the concept of guerilla research can be a game-changer.
This article delves into guerilla research methods, uncovering its potential to extract meaningful insights and inform design decisions, even under constraints. By harnessing the power of guerilla research, we can overcome limitations and chart a course toward user-centric digital product development.
What is Guerilla Research?
Guerrilla tactics have emerged as a formidable ally, enabling us to optimize time and cost without sacrificing valuable insights. This unconventional approach involves adapting established user research methods, such as user testing and interviews, to overcome resource limitations. While there may be a marginal trade-off in terms of result accuracy, striking a delicate equilibrium empowers us to derive data-driven designs rather than relying solely on assumptions.
At the core of guerrilla UX research lies the spontaneous recruitment of participants, devoid of extensive pre-screening processes, and a departure from the formality inherent in traditional research settings. Imagine approaching clients of a pertinent store, engaging random passersby, or even tapping into the internal workforce of our own organization as unsuspecting test subjects. By seizing this opportunity, we unlock two distinct advantages: significantly reduced investments and expedited timelines when compared to conventional research procedures.
However, it is crucial to acknowledge the primary drawback of guerrilla research, namely the potential mismatch between participants and the target audience of the product under scrutiny. This inherent risk introduces the possibility of overlooking genuine pain points that might have otherwise surfaced in a more deliberately curated sample. Despite this caveat, the allure of guerrilla methods persists due to their ability to catalyze impactful insights while navigating the constraints of time and resources.
Embracing this audacious paradigm of UX research empowers us to traverse uncharted territories with unwavering determination, unearthing vital user perspectives and shaping digital products that resonate with their intended audience. Through the prudent application of guerrilla methods, we can revolutionize the research landscape, harnessing the true potential of data-driven design.
When Should You Apply Guerilla Research?
Guerrilla research proves particularly apt when the scope of our investigation is well-defined and limited in scale. An exemplary situation arises during the initial phases of a project, where concept testing using wireframes or mockups is pivotal. Similarly, when confronted with crucial decisions pertaining to specific user tasks, this method can provide invaluable insights.
Optimal utilization of such tests entails focusing on concise and targeted processes, thereby minimizing time and resource consumption. Furthermore, this approach flourishes when the product under design caters to a broad audience, simplifying participant recruitment endeavors.
Conversely, caution is advised when contemplating guerrilla research for endeavors involving specialized domains or distinct user requirements. Contexts like healthcare, politics, or scenarios necessitating expert input may warrant alternative research methodologies. Similarly, endeavors reliant on highly specific contexts for testing user experiences might not align well with guerrilla methods.
By judiciously selecting suitable contexts, we can harness the potential of guerrilla research to propel the product development journey forward, confidently aligning design decisions with user preferences. Recognizing the nuances of application enables us to strike an equilibrium between expedience and suitability, unveiling the true power of guerrilla research in shaping user-centric digital experiences.
Conducting Guerilla Research the Right Way
Guerrilla research, despite its accelerated nature, demands careful planning to yield meaningful insights while minimizing time and financial constraints. By adapting traditional user research methodologies, we can execute the following steps in a streamlined manner, tailored to the dynamic requirements of guerrilla UX research:
- Establish Specific Objectives: As with any research approach, begin by defining clear, explicit, and ambitious objectives. Focus on specific areas of inquiry that require exploration, providing a framework for subsequent research activities.
- Identify Participant Criteria: Although guerrilla research often involves participants from a general audience, it remains crucial to outline relevant participant characteristics. For instance, if designing an app for a coffee franchise, target participants who are existing customers of the coffee shop.
- Craft an Interview Guide: Develop an interview guide that aligns with the established objectives. This guide will serve as a framework to navigate the research session, enabling the retrieval of pertinent information efficiently.
- Select an Appropriate Location: Central to guerrilla research is the careful selection of a suitable research location. When choosing a venue, consider its relevance to the research context, and if necessary, obtain permission to conduct research activities, particularly in public spaces or establishments.
- Participant Recruitment Strategies: To mitigate biases, employ techniques such as approaching every fifth person encountered. Avoid engaging individuals who appear occupied or disinterested. It is essential to seek participants who represent realistic environments and belong to the primary target audience, excluding those directly involved in the project or possessing expertise in UX design.
- Conducting the Research Session: Express gratitude to participants for their time and provide a clear indication of the expected session duration. While following the interview guide is advisable, remain adaptable to the unfolding circumstances. During the session, observe participants intelligently, focusing on their expectations, behaviors, and interactions. Active listening and open-ended questions will facilitate comprehensive understanding, coherence validation, and probing for deeper insights.
- Post-Session Actions: Show appreciation to participants for their participation and consider offering small gestures of gratitude, such as a coffee invitation. Immediately after the session, capture detailed notes and observations while they are fresh in your mind, ensuring comprehensive documentation for later analysis.
A structured approach optimizes the process, enabling researchers to navigate the complexities of limited resources and time constraints efficiently.
Different Approaches to Guerilla Research
Adopting guerrilla research methods necessitates a shift in mindset, diverting attention from quantitative data, rigid tests, and deductive reasoning towards a more nuanced understanding of user behavior and embracing assumptions. While the pursuit of accurate data remains a commitment, the primary objective of guerrilla research lies in cultivating one of the quintessential qualities of a UX designer: empathy..
Let us explore a few prominent guerrilla UX research methods:
From bustling streets to cozy bars, trams to coffee shops, conducting impromptu interviews with people encountered in common scenarios serves as an initial step to validate hypotheses, test ideas, and challenge convictions. Any situation can provide an opportune moment to inquire and genuinely listen.
Guerrilla Usability Testing
Throughout the design process, employing guerrilla usability testing allows for the timely assessment of hypotheses as they materialize. This approach enables the selection of the most promising direction without exhaustive exploration of every detail or idea.
A popular method within guerrilla research, A/B testing provides a means to compare and optimize different design variations. By exposing users to distinct versions of a product or interface, valuable insights can be garnered, aiding informed decision-making.
Remote Usability Testing
In an increasingly connected world, remote usability testing has become a valuable guerrilla research tool. Leveraging various platforms such as SurveyMonkey, UserZoom, or UserTesting, researchers can conduct tests remotely, obtaining user feedback without the constraints of physical proximity.
With the availability of diverse tools, unmoderated testing offers an additional avenue for guerrilla research. Platforms such as SurveyMonkey, UserZoom, and others enable researchers to administer tests without direct moderation, facilitating cost-effective and efficient data collection.
Guerrilla research aligns with the objectives of conventional research, albeit through unconventional means—faster, more cost-effective, and less formal. By embracing this approach, designers can gain valuable insights into user experiences, leading to empathetic and user-centric design solutions. Guerrilla UX research represents a powerful tool in the UX designer's arsenal, enabling them to forge deeper connections with users and create exceptional digital experiences.
Guerilla Research vs. Formal Research
It is important to emphasize that Guerrilla UX Research does not seek to replace formal research but rather offers an alternative when research cannot be conducted due to various constraints. In essence, it promotes the idea that some research is better than no research at all.
Guerrilla research strives to find the optimal balance between the desired level of formal accuracy and the value of the insights obtained. While formal research methods provide a rigorous framework for gathering data, guerrilla research takes a cost-effective and time-efficient approach, making it accessible to individuals without extensive expertise. This method equips practitioners with sufficient clues to make informed decisions and encourages the cultivation of empathy toward users.
However, it is crucial to acknowledge that guerrilla research should not wholly supplant the utilization of formal research or the establishment of a dedicated UX lab. Instead, it serves as a viable option when alternative resources are limited or unavailable. By employing guerrilla research as a fallback solution, practitioners can still glean valuable insights and iterate on their designs, albeit through unconventional means.
To sum up, while formal research remains the gold standard for comprehensive data collection, guerrilla research serves as a pragmatic approach to address research gaps and constraints. Recognizing its inherent compromises, guerrilla research emerges as a valuable tool to inform decision-making and infuse the design process with a user-centered perspective, particularly when conventional research methods are not feasible.
By embracing guerrilla research, practitioners gain the ability to uncover valuable user insights through unconventional means, such as impromptu interviews, quick usability tests, and remote testing. This agile approach empowers teams to validate hypotheses, gather feedback, and iterate on designs rapidly, ensuring that the end product aligns with user needs and expectations.
However, it is essential to recognize that guerrilla research does not replace the comprehensive nature of formal research or negate the importance of a well-equipped UX lab. It serves as a complementary strategy, filling gaps and providing valuable insights when resources are limited.
At Saffron Tech, we understand the significance of user-centered design and the role of research in driving successful digital products. Our team of experts specializes in various research methodologies, including guerrilla UX research, to help you gather critical insights and optimize your product experience. Contact us today to explore how our services can support your UX research needs and elevate your digital solutions to new heights.
Remember, when formal research is not feasible, guerrilla research serves as a valuable ally, enabling you to uncover user preferences, pain points, and opportunities that will shape exceptional user experiences. Embrace the agility of guerrilla UX research and unlock the potential for user-centric innovation.