How can you effectively conduct end user research for an insurance startup?

4 Conduct your research sessions

Once you have your methods, tools, and participants ready, you can conduct your research sessions, either online or offline. To ensure the best results, it's important to prepare a script or guide for your research session and follow it consistently across all participants. When introducing yourself and your research purpose, be friendly, respectful, and empathetic to build rapport with your participants. Ask clear, concise, and unbiased questions and avoid leading or suggestive questions. Listen actively and attentively with an eye for detail, as well as observe and document the verbal and non-verbal cues of your participants. Finally, thank your participants for their time and input and provide them with their incentives or rewards.

5 Analyze and synthesize your research data

After you have completed your research sessions, it is essential to analyze and synthesize your research data to extract meaningful insights and patterns that can inform your design decisions. You can employ different techniques and tools to achieve this, such as coding by assigning labels or tags to your data based on the themes, categories, or concepts that emerge; affinity diagramming by sorting and grouping your data into clusters based on their similarities or relationships; journey mapping to visualize the steps, actions, emotions, and pain points of your end users as they interact with your product or service; SWOT analysis to identify the strengths, weaknesses, opportunities, and threats of your product or service based on end user feedback; and value proposition canvas to define the value proposition of your product or service based on how it solves problems and satisfies the needs of your end users.

6 Communicate and act on your research findings

The final step of conducting effective end user research is to communicate and act on your research findings. You can share them with stakeholders, team members, and end users in various formats and channels, such as reports, presentations, dashboards, and prototypes. Reports are written documents that summarize and highlight the key findings, insights, and recommendations of your research. Presentations are slides or videos that showcase and explain the main findings, insights, and recommendations of your research using visuals, charts, and quotes. Dashboards are interactive and dynamic displays that track and monitor the metrics and outcomes of your research using graphs, tables, and indicators. Lastly, prototypes are mockups or models of your product or service that incorporate your research findings which can be tested and validated with your end users.