Customer / User Research Methods and Practice

Get the insight and understanding into your customers that you need in order to deliver services that drive the behaviours you want.

This is a 1 day (9:30-16:30) interactive training course

  • Central London location

The course costs £595 (excl. VAT) per attendee, and we allow a maximum of 10 attendees per session

  • This includes breakfast, lunch, refreshments throughout, course materials and a certificate of completion

Next course:

Course Description:

Customer / User Research Methods and Practice is an intensive introduction to how to conduct valid and effective research on your customers/users/audiences so you can use the insight gained to:

  • Set a strategy
  • Input into user models such as personas and mental models
  • Produce products and services that drive the customer behaviour you require

It’s fun, it’s interactive and you’ll meet interesting people to exchange ideas and experiences with. During the course, you will practice the methods taught and go back to your desk armed with weapons to improve the insight you have about your customers.

Is It For You?

Have you had to make decisions based on assumption or hunches? Or worse still, made a wrong decision based on poor or inappropriate research? Have you conducted expensive focus groups that left you thinking, “so what”? Are you bombarding your customers with surveys that never seem to deliver the insight you need? If so, this course is for you.

This course is equally for you if you want to learn how to know the best way to spend your time and resources to get the maximum insight to feed into your UX strategy. Doing research is important, but doing the right research is more important still. This course will teach you how to plan a research programme (for you, your teams or 3rd parties to execute) and how to spot and reject bogus research…

What You’ll Learn

Topics covered in the course include:

  • The importance of research to customer/user experience
  • The essential elements of valid behavioural research
  • When to do qualitative vs quantitative research
  • Contextual and longitudinal research techniques (such as contextual inquiries, mobile ethnography, diary studies)
  • How to plan and conduct effective interviews
  • How to plan and conduct effective surveys
  • When to use focus groups, and when not to
  • An introduction to usability testing (the principles of best practice)
  • Other research methodologies to consider
  • How to plan a research programme
  • How to analyse qualitative data effectively – in principle and practice
  • How to exploit the insight gained through research

Learning objectives

After completing the training, you will be able to:

  • Describe and discuss the benefits of customer research
  • Differentiate between good and bad research techniques
  • Be able to specify (and potentially deliver) appropriate research to supply real and actionable customer insight leading to improvements in customer experience
  • Draw upon practical experience gained to deliver effective observations, interviews, surveys and analysis
  • Be able to utilise qualitative data to inform your strategy and design decisions

About your trainer

Jon holds a DPhil. in Visual and Computational Neuroscience from Oxford University. Jon is a former invited expert for the Web Accessibility Initiative (WAI) and former editor-in-chief of the Usability Professionals Association newsletter.

In 1999, Jon escaped the cosy confines of academia and co-founded Bunnyfoot. He likes to keep hands-on with client work where possible (his recent projects include Boden, Microsoft, Cotswold Outdoors, M&S) but is also in-demand from national and international conferences and training courses.

Dr Jon Dodd

Founder and Managing Director

The Venue

Bunnyfoot (London office)
4th Floor
54 St John's Square
London, EC1V 4JL

We're based in the heart of Clerkenwell, just a 5-minute walk from Farringdon mainline railway and underground stations.

Plan your journey on Google maps

Read enough? Get in touch…

Contact Alyssa Danley to discuss your needs:
0207 608 1670

Or, come and visit us! We have offices in Oxford, Sheffield and London.

Full contact and location details