Service 04
User Research & Evaluation
What users say in response to direct questions often reflects only what they already know. What they truly wish for, what frustrates them, and which needs they cannot yet articulate usually stays hidden.
User research brings exactly that to the surface. Through structured surveys, interviews and targeted tests, a solid foundation emerges for decisions that genuinely resonate with the people they affect.
Request a conversationWhat is it good for?
Three situations where user research makes the difference.
Before an important decision
Before committing to a new software, a changed process or a planned product, it pays to understand what the people affected actually need. User research creates that clarity before resources are allocated.
When something is not working
When a website generates few enquiries, an offering goes underused or a process keeps triggering questions, the reason usually lies in a mismatch between what is offered and what users actually expect. Structured research makes that gap visible.
To prioritise improvements
Not every improvement is equally urgent. User research shows which changes users need immediately and which can wait, so that effort goes where it makes the greatest difference.
Conducting conversations
Every answer has a story behind it.
Many decisions are made on gut feeling because real insight is missing. Interviews close that gap. Through focused conversations, it becomes visible what drives users, what frustrates them and where they struggle. The result is not a data table, but a clear picture of what truly matters.
Evaluating surveys
Making opinions measurable.
Structured questionnaires make it possible to capture the opinions and experiences of a larger group in a short time. What matters is asking the right questions: neutrally worded, in a sensible order and without inadvertently signalling what the "right" answer might be.
The analysis then reveals not just what the majority thinks, but also where individual voices stand out and why that is relevant. Raw responses become structured insights; insights become prioritised areas for action.
Process
How a research project unfolds.
Five steps that build on each other and are worked through together.
Hover over a step to learn more.
- 01Define goal
What should the research answer? What decision will be made with the findings? Who will be involved and in what setting? These questions determine the method, scope and format of the entire project.
- 02Develop questions
Good questions do not happen by chance. They are neutrally worded, in a meaningful order and designed so that the answers actually reveal something, without nudging respondents in any direction.
- 03Fieldwork
Depending on the goal, different formats are used: individual interviews, online questionnaires, usability tests or a combination. The approach is agreed upon together in advance.
- 04Analysis
Identifying patterns, counting frequencies, naming contradictions. What do many say, and what do a few say particularly clearly? Raw responses become structured insights.
- 05Report and session
The findings are summarised in a structured report and walked through together in a shared session. The outcome is not a data dump, but a clear picture of what happens next.
Scope of service
Insights that move you forward.
User report
A structured document that shows what your users truly think, feel and need. With real quotes, recurring patterns and the needs that users themselves often cannot articulate. Clearly presented and ready to use as a basis for decisions.
Usage analysis
A clear overview of where the digital product or process fails real users. Where do people drop off? Where does frustration arise? Where does behaviour diverge from expectations? This analysis surfaces what would otherwise stay hidden and shows which issues have the greatest impact on the user experience.
Prioritised actions
From the insights comes a concrete next step. Which improvements have the greatest effect, what can be tackled in the short term and what should be approached strategically. No open end, but a clear direction for what comes next.
FAQ
Common questions about user research.
How many people need to be involved?
It depends on the format. For qualitative interviews, five to eight participants are often enough to identify the most important patterns. For quantitative surveys, larger groups are needed to make the results statistically robust. The right scope for your situation is something we work out together in the initial conversation.
What is the difference from a UX review?
A UX review analyses an existing touchpoint from an expert perspective: what works, what does not and why. User research instead asks the people who actually use the touchpoint. Both services complement each other well and can also be combined.
Who gets involved, and why does that matter?
The choice of participants has more influence on the results than the questions themselves. People inside a company who are involved in a process will often describe it as working well. Those who actually have to use it frequently see things differently. Before the project starts, we agree together on whose perspective is really needed: end users, customers, test participants from the target group or a deliberate combination. This is not a formality; it is the foundation for results that hold up.
How are the responses processed and prepared?
All responses are systematically evaluated, examined for patterns and summarised in a structured report. For individual interviews, the statements are prepared in a way that makes it impossible to trace them back to specific individuals, unless something different has been agreed. The raw data remains with you and is not passed on to third parties.
How does the process get started?
It begins with a no-obligation introductory conversation, free of charge. The focus is on what you want to find out, which target group is relevant and which format suits that best. A concrete approach is only proposed after that. There is no minimum size and no fixed package. The project is always tailored to your situation.
Contact
Ready to find out what your users truly think?
Whether you have a specific question to answer or still need to work out which format fits: get in touch for a first, no-obligation conversation.
hello@cxunity.de