Interviews and focus groups
One-to-one interviews and live focus groups, which on some projects have reached 60 to 80 participants.
Service
UX research and strategy
We find out how people actually use and think about your product, then turn it into decisions. That means interviews, focus groups, surveys, usability tests, UX audits and competitor teardowns, with every major design decision traced back to evidence.
When you need it
When to bring us in for UX research and strategy
- You are about to build something and are not sure people need it the way you imagine.
- Your numbers show a drop-off, but not why.
- Your team disagrees on what to build next.
- You want to know how your product compares with the competition, screen by screen.
What we design
What UX research and strategy covers
Surveys
To check at scale what interviews suggested.
UX audits
Your current product reviewed screen by screen: friction, dead ends and inconsistencies, annotated.
Competitor teardowns
Competitor flows recorded and dissected, like the Uber, Bolt and Careem booking flows for Allo Taxi.
Usability testing
Prototype tests measuring whether people take the intended path, where they misclick, and where they give up.
Synthesis
Transcripts split into insights, grouped into an affinity map, and distilled into the few findings that drive design.
Deliverables
What you get
- A research plan
- Interview and test recordings with transcripts
- An affinity map and key insights
- An annotated UX audit or competitor teardown
- A prioritised list of what to change and why
How it runs
How we run UX research and strategy projects
- 01
Frame
We agree the questions the research must answer and the decisions it will inform.
- 02
Research
We recruit, run sessions and collect data.
- 03
Synthesise
Transcribe, split into insights, cluster, and distil.
- 04
Decide
We turn findings into priorities and design direction, with the evidence attached.
The same four steps run every project. Read the full process.
Proof
UX research and strategy work
Related
Read next
FAQ
Questions about UX research and strategy
What is the difference between UX research and usability testing?
UX research is the wider work of understanding people and their needs, through interviews, surveys and observation. Usability testing is one method inside it: watching people try to complete tasks with a design.
How many users do you test with?
It depends on the question. A few users per round find most usability problems in a flow; interviews and focus groups for strategy need more, and we have run focus groups of 60 to 80 participants.
Can you research without a product yet?
Yes. Early research tests the problem and the idea, with interviews, competitor audits and prototypes, before anything is built.
Do you only do research, without design?
Yes, research can be a project on its own, such as an audit or a round of usability tests. Most clients then have us design the changes it points to.
Talk to us about UX research and strategy.
We reply by email to set up a call. Most projects start with a short conversation and a scoped proposal.