What are the best research designs for Product R&D?

2 Descriptive research

Descriptive research is a type of research design that aims to describe the characteristics, features, or patterns of a phenomenon or a population. Descriptive research is often used in the middle stages of product R&D, when you want to quantify user needs, preferences, satisfaction, or usage. Descriptive research methods include surveys, experiments, analytics, or case studies.

3 Causal research

Causal research is a type of research design that aims to establish the cause-and-effect relationships between variables. Causal research is often used in the later stages of product R&D, when you want to test the impact of product changes, features, or interventions on user outcomes, behaviors, or attitudes. Causal research methods include experiments, quasi-experiments, or A/B testing.

4 Evaluative research

Evaluative research is a type of research design that aims to assess the value, quality, effectiveness, or performance of a product or a service. Evaluative research is often used in the final stages of product R&D, when you want to measure user feedback, satisfaction, loyalty, retention, or conversion. Evaluative research methods include usability testing, user testing, customer reviews, or net promoter score.

5 Iterative research

Iterative research is a type of research design that aims to refine and improve a product or a service through continuous cycles of testing and learning. Iterative research is often used throughout the product R&D process, when you want to validate assumptions, learn from failures, incorporate user feedback, or optimize user experience. Iterative research methods include prototyping, MVP testing, lean UX, or agile development.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?