Validation vs Exploration - What user research do you need to do?

27 April 2024 by N. Hoeberichts

It is crucial to conduct the correct user research method based on the goals of the project. There are many types of user research methods that can be used, but there are two that are at two ends of the spectrum: validation and exploration research.

Both types of research are important and help in different stages of product development.

In this blog post, we'll explain what are the different types of research and what they entail and when should you use which type of research method.

What is Exploratory Research?

First of all, let's explain what Exploratory research is exactly. This type of research is conducted during the early stages of product development. The primary goal of exploration research is to understand and identify user needs and requirements, identify pain points, and explore new opportunities. This type of research helps in developing a deep understanding of user needs and requirements, which can be used to develop a new product (or a new feature) that meets those user needs.

And example might be when you want to develop a new product or service for the sports market specifically catering towards women, but you have not idea what kind or product you should develop. In this case, you might start interviewing women who do sports and ask general questions such as "Why do you like to engage in sports" and further explore topics where they might have unmet needs or pain points that are not properly addressed yet by any product or service.

Common methods used in exploratory research include interviews, focus groups, and surveys. These UX research methods help in understanding user needs, pain points, and requirements.

What is Validation Research?

On the other end of the spectrum there is Validation research. This kind of research is conducted to validate the assumptions made during the product development process. It is generally conducted when the product is in the final stages of development or after the launch. The primary goal of validation research is to identify usability issues, bugs, and other problems that users might face while using the product. The findings from validation research help in ensuring that the product meets user needs and requirements, and that the product is easy to use.

Common methods used in validation research include usability testing, A/B testing, and (product) analytics.

When should you conduct what type of research?

Generally, you conduct exploratory research when you still want to 'explore' the problem space, i.e. when you're at the start of the product development lifecycle. This also applies when building or developing new features, for instance. The data you collect with this kind of research will be quite high-level, meaning you will identify certain opportunities or pain points that don't have a specific solution yet. Building the actual solution would come in the next phase of the development cycle.

Validation research is done once you have an actual solution to a customer or user need. This kind of research could either entail validating the value of the product with your target audience or, a bit further down the line, validating the usability of the solution. 

It is also important to note that both types of research can be conducted simultaneously or in combination, depending on the goals of the project. For example, if a new feature is being developed, exploratory research can be conducted to understand user needs, followed by validation research to ensure that the feature meets those needs, adds value and is user friendly.

Ultimately, the right type of research will depend on the goals of the project and the stage of product development.

Conclusion

In conclusion, both validation and exploration research are important and help in different stages of product development. It is essential to conduct the right type of research based on the stage of product development to ensure that the product meets user needs and requirements. By conducting the right type of research, businesses can improve the user experience of their products and services, leading to increased customer satisfaction, loyalty, and long-term success.