Understanding the Distinction: Market Research (MR) and User Experience Research (UXR)

Upon returning to the agency world, I was approached by an old friend and a fellow freelance qualitative moderator with intriguing questions: “Can a market research agency like Populix conduct UXR (user experience research)?” These questions prompted me to ponder how to explain these concepts in a more accessible, non-technical manner, suitable for a wider audience.

In today’s business landscape, products and services are no longer confined to physical forms but are increasingly integrated into digital platforms. Throughout the consumer journey, there inevitably arises an intersection with digital platforms, whether as points of sale or integral components of the products or services offered.

Business professionals often use terms like UXR and MR interchangeably, accompanied by jargon such as usability testing, surveys, FGDs, and card sorting, without fully comprehending when and how to apply each method effectively. For marketers and individuals involved in brand or product development, it is crucial to understand the distinctiveness and similarities between UXR and MR. Such understanding empowers better business decision-making and increases the likelihood of successful revenue conversion.

Market Research (MR) and User Experience Research (UXR) hold distinct roles and purposes:

Market Research: This systematic process involves collecting, analyzing, and interpreting information about the market, including insights on consumers, competitors, purchase channels, advertising platforms, and the industry as a whole. Market research serves various objectives, ranging from identifying new markets, innovating with new concepts, brands, or products, rebranding efforts, optimizing current brand or product performance, to conducting post-launch evaluations.

User Experience Research: UXR, on the other hand, is a study focused on understanding the needs and desires of end users of digital products, such as systems, apps, and websites. The emphasis in UXR lies in studying the user’s interaction within the context of the app or other products, analyzing how users respond or react while engaging with the digital platform. Both behavioral and attitudinal aspects derived from UXR findings are integral to product development, be it the improvement of current products or the creation of new ones.

Both types of research should ideally adopt a people-centric approach, directing the focus towards the individuals using the product or brand (in the context of MR). In both cases, a genuine curiosity about the target audience is essential. However, while MR treats respondents as consumers, customers, or users, UXR considers respondents specifically as users of the digital product.

Determining when to use MR vs. UXR depends on the differences in research scope, subjects, and the product lifecycle. UXR is particularly relevant during product development, whether for new product launches or revamping existing versions. Conversely, MR is suitable for any stage of the product or brand lifecycle, as it continuously seeks to understand market trends and address specific needs or issues arising at different stages.

The objectives of MR and UXR also differ significantly:

Market Research aims to understand consumers outside the context of the app. For example, if the research revolves around the banking category, MR would focus on investigating consumer values, attitudes, and behaviors towards banking or financial products in general. Although this understanding may impact consumers’ experiences with a specific app, it falls under the purview of UX research.

User Experience Research, on the other hand, concentrates on the context of consumers as users of the app or digital product. Researchers isolate users during their interactions with the app, website, or any other digital products. The primary objectives of UXR typically involve testing the performance of current prototypes, seeking opportunities for improvements, and enhancing the overall user experience. Unlike in market research, stimuli may not always be required for UX research.

Continued in Part 2…

[Note: Due to space constraints, the continuation of the article will be presented in Part 2, where we will delve deeper into the differences in frameworks, research approaches, and methods between MR and UXR. Stay tuned!]

References

Gribbons, B. (n.d.). Is it time to drop the “U” (from UX)? JUX. Retrieved December 28, 2022, from https://uxpajournal.org/drop-u-ux/

Kurosu, M. (n.d.). Nigel Bevan and concepts of usability, UX, and satisfaction. JUX. Retrieved December 28, 2022, from https://uxpajournal.org/nigel-bevan-usability-ux-satisfaction/

Levitt, T. (2022, December 8). Exploit the product life cycle. Harvard Business Review. Retrieved December 28, 2022, from https://hbr.org/1965/11/exploit-the-product-life-cycle.

What is ux research? The Interaction Design Foundation. (n.d.). Retrieved December 28, 2022, from https://www.interaction-design.org/literature/topics/ux-research

Zak, J. (n.d.). UX Research Guide: Everything A UX researcher needs to know. Miro. Retrieved December 28, 2022, from https://miro.com/guides/ux-research/

[1] Product life cycle theory was first developed in 1960 by Raymond Vernon, he is professor of marketing in Harvard Business School