?? How Deep Can User Research Insights Go? Unveiling the Power of Comprehensive Analysis

Dear LinkedIn community,

In the ever-evolving landscape of user research, the depth of insights we uncover can make all the difference. One powerful technique is breaking down a single insight into different levels, allowing for a more comprehensive understanding and targeted actions.

?? Descriptive Level: At this level, we start with a straightforward description of the insight. For instance, consider this quantitative insight:

Original Insight 1 (Quantitative): "User engagement on our mobile app has decreased by 10% in the last 30 days."

Now, let's add a qualitative dimension:

Original Insight 2 (Qualitative): "Several users have provided feedback that our app's user interface feels cluttered and overwhelming."

Descriptive Insight 2 (Qualitative): "Users find our app's user interface cluttered and overwhelming based on their feedback."

?? Diagnostic Level: Now, let's dive deeper into why this qualitative insight occurred. This diagnostic level helps us pinpoint the root causes, even in qualitative data. Here's where we aim to answer the "why" behind the observation:

Diagnostic Insight 2 (Qualitative): "User feedback indicates that the cluttered interface is affecting their overall experience, making them less likely to engage."

?? Predictive Level: Looking to the future, we can forecast what might happen based on this qualitative insight. Predictive insights allow us to anticipate trends and prepare accordingly:

Predictive Insight 2 (Qualitative): "If we don't address the cluttered interface issue, user satisfaction is likely to continue declining, potentially leading to higher churn rates."

??? Prescriptive Level: The final layer is all about actionable steps, even for qualitative insights. Prescriptive insights provide clear guidance on what actions to take in response to the insight:

Prescriptive Insight 2 (Qualitative): "To enhance user engagement, we should prioritize a user interface redesign based on their feedback, focusing on decluttering and simplifying the experience."

How to Derive These Insights:

1. Descriptive: Gather qualitative data, such as user feedback or comments, which highlight specific issues or concerns.
2. Diagnostic: Analyze the qualitative data to understand the underlying causes or patterns behind the feedback.
3. Predictive: Based on your diagnostic insights, make informed predictions about how the issue might impact user behavior in the future.
4. Prescriptive: Propose concrete actions based on your predictive insights to address the qualitative concern effectively.

By adopting this approach, we enrich our user research, whether quantitative or qualitative, providing a more nuanced understanding and enabling us to develop precise strategies. Remember, it's not just about what you see; it's about how deep you're willing to go.

Here's to elevating our user research endeavors together!

Warm regards,

Biswajeet Das

P.S. Share your thoughts on this approach and any experiences you've had breaking down insights, be they quantitative or qualitative. Let's learn from each other!