Market Research OMG @ ADP Pasadena

Speakers

Market Research vs UX: Is There a Divide?

A talk by Mary Reush | UX Research Night

Presented by Mary Reush (@maryreush), storyteller and UX researcher, this insightful presentation explores the nuanced differences (and surprising similarities) between market research and user experience (UX) research. Her goal: to bridge the perceived divide and foster mutual understanding between the two disciplines.

🧠 Methodologies: Common Ground

Both market research and UX research employ similar tools and techniques:

• 📝 Surveys
• 📈 Analytics
• 👀 Observations
• 🎤 Interviews

🔍 However, as Mary points out, the intention behind these methods is what separates the two disciplines. Though the toolkit overlaps, each field uses these tools for distinct purposes, leading to different outcomes.

🔑 Key Differences: The What vs the Why

Business KPIs vs User KPIs

• Market Research: Aligned with business goals — market share, brand awareness, revenue.
• UX Research: Focuses on user needs and behaviors — empathy-driven KPIs.

What vs Why

• Market Research: Asks “What is happening?”
• UX Research: Asks “Why is it happening?”

Quantitative vs Qualitative

• Market Research: Relies on quantitative data — charts, large samples.
• UX Research: Emphasizes qualitative insights — interviews, usability tests.

💡 UX is Human-Centered

The heart of UX research lies in empathy and understanding. It’s not just about trends or data — it’s about the humans behind the screens.

“Focus on the human need...” ❤️

🎵 The Power of Combination

“There are not more than five musical notes, yet the combination of these five give rise to more melodies than can ever be heard.” — Sun Tzu

🎼 Just like music, the combination of methods and mindsets from both disciplines can create harmonious outcomes in product design and innovation.

✨ Key Takeaways

1. ✅ Both UX and Market Research are valid and valuable.
2. 🎯 The real difference lies in the intent, not just the methods.
3. 💬 UX research emphasizes empathy, depth, and context.
4. 🤝 Bridging the gap between disciplines can lead to more impactful, user-centered products.

UX Research vs Market Research: Past, Present, Future

A Talk by Jason Buhle

In this engaging presentation, Jason Buhle outlines the evolving roles of UX research and market research, asking a fundamental question: Are they really so different? Through comparisons, shared techniques, and a future-looking mindset, Jason argues for a more unified approach under the umbrella of applied insights research.

🧑‍💻 What is UX Research?

UX (user experience) research is the systematic investigation of users and their requirements. The goal is to add insight and context to design decisions.

According to Interaction Design Foundation, and Nielsen Norman Group, UX encompasses every aspect of the end-user's interaction with a product or service.

🛍️ What is Market Research?

Market research systematically collects data about people or companies to understand needs, preferences, and behaviors. As defined by Shopify, it focuses on informing business strategies and identifying target audiences.

🔍 What’s the Difference?

Timing

• Market Research: “Done before a solution is considered or agnostic of a particular solution.”
• UX Research: “Done during or after a solution is being developed.”

Strategic Support

• Market Research: Supports marketing, sales, and brand.
• UX Research: Supports product and design.

Quant vs Qual

• Market Research: Mostly quantitative.
• UX Research: Mostly qualitative.

Legacy

• Market Research: “Old.”
• UX Research: “New.”

Medium

• Market Research: Focused on physical experiences.
• UX Research: Built for digital experiences.

Accessibility

• Market Research: Easier to enter the field.
• UX Research: Harder to enter the field.

🔄 Overlapping Techniques

• In-Depth Interviews
• Focus Groups
• Secondary Research
• Surveys
• Ethnography
• Contextual Research
• Diaries

🧪 Techniques that Differ

UX Research Specific

• Card Sorting
• Tree Testing
• Participatory Design
• Benchmarking

Market Research Specific

• Communities
• Trackers
• Pricing Research
• Segmentation
• Conjoint & MaxDiff
• Social Listening

The Tale Between Market and User Research

…And They Lived Happily Ever After

This creative and story-driven presentation explores the evolving relationship between market research and UX (user) research. Through metaphors, historical context, and practical insights, it calls for harmony between the two disciplines.

🕰️ Once Upon a Time…

Market research ruled the world. Dating back to the 1920s, it was pioneered by Daniel Starch, who believed that advertising must be seen, read, believed, remembered, and—most importantly—acted upon to be effective.

🤝 Let’s Work Together

Instead of competition or confusion, the call is clear: market and UX researchers should collaborate. Together, they can gather a more complete picture of customer needs, behaviors, and intentions.

🧍 Market vs User Personas

Market Research

• Gauges openness to ideas, products, or services.
• Informs marketing strategies.
• Centers on who the company wants to target.

User Research

• Focuses on how people actually use a product or service.
• Uncovers needs, goals, and behavioral patterns.
• Aims to make the experience intuitive and useful.

👯 Combined vs Separated Personas

Combined Personas

• Act as a single guide post.
• Useful during onboarding processes.
• Behavioral personas stay relevant longer than demographic ones.

Separated Personas

• Market segmentation is easier to track via journeys.
• Harder to reconcile segmentation with dynamic user personas.

🗺️ Mapping Out Research

Once a potential customer interacts with the brand, everything shifts. The research strategy must pivot — because now, they’re no longer strangers; they’re engaged users.

🧠 3 Lessons Learned

1. Research is a Conversation — Sometimes a Dance
Engaging participants, stakeholders, and data is a dynamic process, not a linear task.

2. Draw or Map Out Your Research
Visualizing your research journey helps align stakeholders and clarify your findings.

3. Define Your ‘Aha’ Moment
The moment of clarity—when insight sparks innovation—should be part of every research effort.

🌟 …And They Lived Happily Ever After

When market research and UX research collaborate, the result is a better product, smarter strategy, and a more delightful experience for users.

🙏 Thank You

This presentation was a thoughtful reminder that research isn’t about turf wars—it’s about building understanding together.