UX research splits into two types: qualitative (why?) and quantitative (how many?). Qualitative methods: in-depth interviews, usability testing, card sorting. Quantitative methods: surveys, analytics data, A/B testing. Using both together creates a complete picture.
The Jobs to Be Done (JTBD) framework is a powerful tool for understanding what "job" users expect from a product. The template "When I am in [situation], I hire [product] for [motivation]" uncovers real needs. An empathy map visualises users' feelings, thoughts, and actions.
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