{"id":25934,"date":"2021-03-30T09:18:44","date_gmt":"2021-03-30T07:18:44","guid":{"rendered":"https:\/\/www.testingtime.com\/?p=25934"},"modified":"2021-03-31T12:22:05","modified_gmt":"2021-03-31T10:22:05","slug":"why-marketers-need-to-understand-the-value-of-ux-research","status":"publish","type":"post","link":"https:\/\/www.testingtime.com\/en\/blog\/why-marketers-need-to-understand-the-value-of-ux-research\/","title":{"rendered":"Why marketers need to understand the value of UX research"},"content":{"rendered":"<h2><span style=\"font-weight: 400;\">Table of contents<\/span><\/h2>\n<p><a href=\"#2\">1. What is UX research<\/a><br \/>\n<a href=\"#3\">1.1 Are UX research and market research the same?\u00a0<\/a><\/p>\n<p><a href=\"#4\">2 <span style=\"font-weight: 400;\">How is UX research valuable to marketers?\u00a0<\/span><\/a><br \/>\n<a href=\"#5\">2.1 Shared goals<\/a><br \/>\n<a href=\"#6\">2.2 Content visibility<\/a><br \/>\n<a href=\"#7\">2.3 Acquiring new customers<\/a><br \/>\n<a href=\"#8\">2.4 Product feedback<\/a><br \/>\n<a href=\"#9\">2.5 Beating competitors<\/a><br \/>\n<a href=\"#10\">2.6 Building loyal relationship<\/a><br \/>\n<a href=\"#11\">2.7 Listening to customers<\/a><br \/>\n<a href=\"#12\">2.8 Boosting Conversions<\/a><\/p>\n<p><a href=\"#13\">3. <span style=\"font-weight: 400;\">What UX research methods should marketers use?\u00a0<\/span><\/a><br \/>\n<a href=\"#14\">3.1 <span style=\"font-weight: 400;\">Quantitative research<\/span><\/a><br \/>\n<a href=\"#15\">3.2 Qualitative research<\/a><\/p>\n<p><a href=\"#16\">4. Final thoughts<\/a><\/p>\n<h2><a id=\"2\"><\/a><span style=\"font-weight: 400;\">1.What is UX research?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s kick it off by defining and explaining what exactly UX research is. This will help us understand the relationship between UX research and market research better. <\/span><span style=\"font-weight: 400;\">So, by definition, UX research is <\/span><span style=\"font-weight: 400;\">the practice of studying target users, their interactions, needs, and requirements, in order to improve the design process and using data, insight, and context.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Simply put, UX research helps us understand what our target users expect from our brand and how they prefer interacting with it. It delivers valuable information that helps understand and answer the number one burning questions: <\/span><span style=\"font-weight: 400;\">What do users want?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By using a wide variety of qualitative and quantitative methods, UX research gives answers necessary for improving the design strategy, justifying your design decisions, and delivering products your target users will love.<\/span><\/p>\n<h3><a id=\"3\"><\/a><span style=\"font-weight: 400;\">1.1 Are UX research and market research the same?\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The simplest answer to this question would be- no. However, we\u2019ll need to elaborate on this one. <\/span><span style=\"font-weight: 400;\">UX research is not the same as market research. Market research focuses on different aspects of launching a product or improving brand image. Market research focuses on:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">brand messaging<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">market opportunities, gaps, and competitors<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">market expansion<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">which users will buy specific products<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">KPIs and ROIs<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Therefore, there&#8217;s a clear difference between the two practices. On one hand, <\/span><a href=\"https:\/\/www.forbes.com\/sites\/theyec\/2020\/02\/28\/understanding-market-research-for-your-business-plan\/?sh=6058794c6458\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">market research<\/span><\/a><span style=\"font-weight: 400;\"> focuses on who will buy a product and why, while UX research explores how to design a product and help the users learn about it and use it easily. <\/span><span style=\"font-weight: 400;\">However, this doesn&#8217;t mean that market research and UX research have nothing to do with each other. On the contrary, they constantly <\/span><b>overlap<\/b><span style=\"font-weight: 400;\"> and can help one another make better results. That means that marketers shouldn\u2019t disregard the power of UX research, but instead use the information and insight it provides.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let&#8217;s dig deeper into that.<\/span><\/p>\n<h2><a id=\"4\"><\/a><span style=\"font-weight: 400;\">2. How is UX research valuable to marketers?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The sooner marketers realize they should use the power of UX research to improve their own research and results, the better. But, how does UX research help marketers make better decisions and boost their success in promoting a brand, product, or service?<\/span><\/p>\n<h3><a id=\"5\"><\/a><span style=\"font-weight: 400;\">2.1 Shared goals<br \/>\n<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">UX research and market research shouldn&#8217;t be seen as two separate notions, and the number one reason for it is that they share mutual goals. Marketers should be able to define and understand these mutual goals since that&#8217;s going to help them understand the opportunity of helping each other.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, what are some mutual goals that market research and UX research share? Here&#8217;s what both teams aim at:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">understanding the target audience<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">analysing and predicting their behaviour<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">understanding competitors<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">providing a better experience<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Even though they focus on different aspects of these mutual goals, they still have a common goal of gathering valuable data and insight that can benefit both sides.<\/span><\/p>\n<h3><a id=\"6\"><\/a><span style=\"font-weight: 400;\">2.2 Content visibility<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Content marketing is one of the strongest <\/span><a href=\"https:\/\/referralrock.com\/affiliate-marketing-software\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">tools marketers use today<\/span><\/a><span style=\"font-weight: 400;\">. Blogging, social media, product descriptions, website stories, and other forms of content are powerful tools for attracting more people and having them learn about your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The quality of your content and SEO will help you boost it and have it rank higher in Google search results. A <\/span><a href=\"https:\/\/bestwritingadvisor.com\/essaypro-reviews\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">writing service<\/span><\/a><span style=\"font-weight: 400;\"> can help you improve content quality and polish your writing. But, how your content is presented will also impact its success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0That means that UX research can help marketers make better decisions about:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">content presentation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">content <\/span><a href=\"https:\/\/www.testingtime.com\/en\/blog\/ui-ux-trends-in-2021\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">design elements<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">making content more discoverable<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If you know how your users want to interact with your content, you can make better choices on how to create it. This means that marketers have a chance to create and publish better content by being able to think about:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the structure of the content<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">how it will appear on the website<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">what colours, fonts, and other design elements will be used<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">etc.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">UX research can improve marketers&#8217; content marketing strategy and help them write better pieces of content.<\/span><\/p>\n<h3><a id=\"7\"><\/a><span style=\"font-weight: 400;\">2.3 Acquiring new customers<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Marketers are constantly focused on reaching their target audience more effectively, in order to expand their reach and acquire new customers. This means that they need all the information they can get about their target audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Typically, marketers will focus on defining their target audience in terms of:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">demographics<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">social status<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">education<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">background<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">However, through UX research you can dig even deeper and gain new and valuable insight into your target audience. For example, UX research can teach marketers about:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">measuring user experience<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">improving it<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">learning about users\u2019 specific needs\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">long-term user behaviour<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With this type of additional insight, marketers can learn more about their target audience and offer better content, experience, and make better campaigns.<\/span><\/p>\n\t\t\t<div class=\"teaser-post\" style=\"background: #f6f6f6;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"left-side\" style=\"color: #333333;\">\n\t\t\t\t\t\t<div class=\"teaser-post-content\">\n\t\t\t\t\t\t\t<h2>UX Testing Kit<\/h2>\n\t\t\t\t\t\t\t<p>The TestingTime User Testing Kit contains everything you need to successfully conduct user research: a test script template with helpful tips for each phase of the user test, an observation record template, and an analysis spreadsheet template for user tests.<\/p>\n\t\t\t\t\t\t\t<p class=\"read-more-button\">\n\t\t\t\t\t\t\t\t<a href=\"https:\/\/resources.testingtime.com\/user-testing-kits\">\n\t\t\t\t\t\t\t\t\tRead more\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"right-side\" >\n\t\t\t\t\t\t<div id=\"teaser-1-image\" class=\"teaser-post-image\">\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\n<h3><a id=\"8\"><\/a><span style=\"font-weight: 400;\">2.4 Product feedback<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Marketers can benefit from UX research in terms of better advocating a specific product to their target customers. UX research provides direct feedback from the customers regarding:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">why they use a specific product<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">what pain points it solves<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">how it helps them<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">why they love it<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">All of this information and more can be extremely helpful to marketers when creating product-campaigns and advertising their benefits. By using this valuable feedback and addressing specific opinions that the customers spoke about, you can make your campaign more relatable, impactful, and effective.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore, marketers should use the methods of UX research to help them learn more about their customers and product, and use that information for further progress.<\/span><\/p>\n<h3><a id=\"9\"><\/a><span style=\"font-weight: 400;\">2.5 Beating the competitors<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">There\u2019s a separate branch of UX research called UX competitor analysis. It helps UX designers learn about their position on the market, compared to their biggest competitors. It also helps learn more about the business opportunities you could reach and ways of improving your business success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, what aspects of UX competitive analysis can marketers use to improve their efforts as well? Simply put, marketers too need to learn about their competition and gather information such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">where does the product stand on the market<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">what are your competitors\u2019 strengths and weaknesses<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">defining specific target markets<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It\u2019s obvious that marketers can use all of the above information to make better marketing decisions, and aim their marketing campaigns towards specific goals. This way, they\u2019ll find it easier to beat their competitors, enter new markets, and explore new opportunities.<\/span><\/p>\n<h3><a id=\"10\"><\/a><span style=\"font-weight: 400;\">2.6 Building loyal relationships<br \/>\n<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Another major goal that marketers are worried about is making sure they build strong relationships with their customers. Loyal customers are the ones that often visit your website, use your app, buy your products, or use your services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To acquire loyal customers, marketers need to pay attention to every single detail. That includes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">pleasant user experience<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">easy-to-use website, app, or blog<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">understandable content<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The more comfortable and confident your customers feel, the more often they&#8217;ll return to read your content or buy your product. That means that UX research can help marketers provide a better user experience and maintain a strong relationship with their customers.<\/span><\/p>\n<h3><a id=\"11\"><\/a><span style=\"font-weight: 400;\">2.7 Listening to customers<br \/>\n<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Whether you&#8217;ve just launched a new marketing campaign or you&#8217;re advertising a new product, you must listen to what your customers have to say. In UX research, this stage in the process of developing a product is called <\/span><b>ongoing listening<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, why not use the same methods in marketing as well?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Wouldn&#8217;t you think that measuring the success of a product can be beneficial for marketers as well? Marketers would be able to learn about:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">how the product works<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">whether or not it solves given problems<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">is it good enough<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">do customer have any complaints<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">is there a chance to make things better<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">is the product going to stay as useful in the long run<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Of course, marketers have their methods of measuring conversions, ROIs, and campaign impact, but why not seize additional opportunities? Useful insight should always be a priority, so marketers should use every chance they get of gathering new information and applying it to their campaigns.<\/span><\/p>\n<h3><a id=\"12\"><\/a><span style=\"font-weight: 400;\">2.8 Boosting conversion<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When marketers team up with UX designers, they can help each other significantly boost their business conversions and sales. Both teams\u2019 <\/span><a href=\"https:\/\/www.gantter.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">project management<\/span><\/a><span style=\"font-weight: 400;\"> should reach out to each other and find common grounds for solid collaboration.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers use their strategies to create differently:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">promotions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">offers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">CTAs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">campaigns<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">slogans<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">invitations<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">However, they still need the help of proper UX research and UX design to promote and help point out all the right information to the right people.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Through UX research, UX designers know:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">what colours to use<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">which layout to choose<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">how to make a CTA stand out<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">how to get more positive reactions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Together, marketers and UX designers are able to inspire customers to take action. As a result, they manage to boost sales and conversions.<\/span><\/p>\n\t\t\t<div class=\"teaser-post\" style=\"background: #f6f6f6;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"left-side\" style=\"color: #333333;\">\n\t\t\t\t\t\t<div class=\"teaser-post-content\">\n\t\t\t\t\t\t\t<h2>Looking for inspiration?<\/h2>\n\t\t\t\t\t\t\t<p>Get our UX Tips directly into your inbox. Maximum one email per month. Promised!<\/p>\n\t\t\t\t\t\t\t<p class=\"read-more-button\">\n\t\t\t\t\t\t\t\t<a href=\"https:\/\/resources.testingtime.com\/newsletter\">\n\t\t\t\t\t\t\t\t\tSubscribe now\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"right-side\" >\n\t\t\t\t\t\t<div id=\"teaser-2-image\" class=\"teaser-post-image\">\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\n<h2><a id=\"13\"><\/a><span style=\"font-weight: 400;\">3. What UX research methods should marketers use?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Now that you see how marketers can benefit from teaming up with UX professionals or performing their own UX research, let\u2019s take a look at the specific UX research strategies and methods marketers could benefit from. UX research uses quantitative and qualitative research methods to acquire information and reach better results.<\/span><\/p>\n<h3><a id=\"14\"><\/a><span style=\"font-weight: 400;\">3.1 Quantitative Research<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Quantitative research aims at gathering numerical data and transforming it into statistics. Then, the statistics are used to make better choices, designs, and UX experience.\u00a0 <\/span><span style=\"font-weight: 400;\">There are different forms of quantitative research. Most often, UX professionals use:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">online surveys<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">online polls<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">questionnaires<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">benchmarking<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A\/B testing<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">card sorting<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">desirability studies<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">etc.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">All of these methods differ in how much they cost, how hard it is to conduct them, how time-consuming they are, and how difficult it is to collect and analyze the information. Also, they each help UX professionals (or marketers) reach a specific goal and gather specific information.<\/span><\/p>\n<h3><a id=\"15\"><\/a><span style=\"font-weight: 400;\">3.2 Qualitative research<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">On the other hand, different qualitative research methods help UX designers discover and understand individual user experiences and better understand the human side of their UX experience. <\/span><span style=\"font-weight: 400;\">It shows us why certain customers act a certain way and allow for in-depth data to improve our business plans. Here are some of the most widely-used qualitative UX research methods:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">interviews<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">user tests<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">diary studies<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">focus groups<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">field studies<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">persona development<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">etc.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Both quantitative and qualitative methods can provide extremely valuable information about the product, brand, customers, and their interaction. Marketers who don\u2019t understand the value of UX research are missing out on a huge opportunity to make better business choices and improve all their marketing efforts.<\/span><\/p>\n<h2><a id=\"9\"><\/a><span style=\"font-weight: 400;\">4. Final thoughts<\/span><\/h2>\n<div id=\"wp-teaser-meta-box\" class=\"postbox \">\n<p><span style=\"font-weight: 400;\">UX research should be an inevitable part of a marketers\u2019 journey in discovering and gathering useful information, data, and insight. Marketers need to understand that the value of UX research is immeasurable if applied properly. <\/span><span style=\"font-weight: 400;\">Hopefully, this article helped you realize just how closely tied together UX research and market research are.<\/span><\/p>\n<\/div>\n\t\t\t<div class=\"teaser-post\" style=\"background: #f6f6f6;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"left-side\" style=\"color: #333333;\">\n\t\t\t\t\t\t<div class=\"teaser-post-content\">\n\t\t\t\t\t\t\t<h2>Looking for inspiration?<\/h2>\n\t\t\t\t\t\t\t<p>Get our UX Tips directly into your inbox. Maximum one email per month. Promised!<\/p>\n\t\t\t\t\t\t\t<p class=\"read-more-button\">\n\t\t\t\t\t\t\t\t<a href=\"https:\/\/resources.testingtime.com\/newsletter\">\n\t\t\t\t\t\t\t\t\tSubscribe now\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"right-side\" >\n\t\t\t\t\t\t<div id=\"teaser-3-image\" class=\"teaser-post-image\">\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\n","protected":false},"excerpt":{"rendered":"<p>Table of contents 1. What is UX research 1.1 Are UX research and market research the same?\u00a0 2 How is UX research valuable to marketers?\u00a0 2.1 Shared goals 2.2 Content visibility 2.3 Acquiring new customers 2.4 Product feedback 2.5 Beating competitors 2.6 Building loyal relationship 2.7 Listening to customers 2.8 Boosting Conversions 3. What UX [&hellip;]<\/p>\n","protected":false},"author":82,"featured_media":25954,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[8990,8989],"tags":[],"class_list":["post-25934","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research-methods","category-research-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.5 (Yoast SEO v20.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why marketers need to understand the value of UX research - TestingTime<\/title>\n<meta name=\"description\" content=\"Marketers need to understand the value of UX research and take advantage of the findings and data they get to collect through it.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.testingtime.com\/en\/blog\/why-marketers-need-to-understand-the-value-of-ux-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why marketers need to understand the value of UX research\" \/>\n<meta property=\"og:description\" content=\"Marketers need to understand the value of UX research and take advantage of the findings and data they get to collect through it.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.testingtime.com\/en\/blog\/why-marketers-need-to-understand-the-value-of-ux-research\/\" \/>\n<meta property=\"og:site_name\" content=\"TestingTime\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/testingtime\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-30T07:18:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-03-31T10:22:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.testingtime.com\/app\/uploads\/2021\/03\/image2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1427\" \/>\n\t<meta property=\"og:image:height\" content=\"1073\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jessica Fender\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@testingtime\" \/>\n<meta name=\"twitter:site\" content=\"@testingtime\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jessica Fender\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.testingtime.com\/en\/blog\/why-marketers-need-to-understand-the-value-of-ux-research\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.testingtime.com\/en\/blog\/why-marketers-need-to-understand-the-value-of-ux-research\/\"},\"author\":{\"name\":\"Jessica Fender\",\"@id\":\"https:\/\/www.testingtime.com\/en\/#\/schema\/person\/6802123c4c1ea7b282c7c263ca63f476\"},\"headline\":\"Why marketers need to understand the value of UX research\",\"datePublished\":\"2021-03-30T07:18:44+00:00\",\"dateModified\":\"2021-03-31T10:22:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.testingtime.com\/en\/blog\/why-marketers-need-to-understand-the-value-of-ux-research\/\"},\"wordCount\":1850,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.testingtime.com\/en\/#organization\"},\"articleSection\":[\"Research methods\",\"Research strategy\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.testingtime.com\/en\/blog\/why-marketers-need-to-understand-the-value-of-ux-research\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.testingtime.com\/en\/blog\/why-marketers-need-to-understand-the-value-of-ux-research\/\",\"url\":\"https:\/\/www.testingtime.com\/en\/blog\/why-marketers-need-to-understand-the-value-of-ux-research\/\",\"name\":\"Why marketers need to understand the value of UX research - 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