B2.1.03 Primary Research

What is it?

User observation means watching people interact with products, environments, or systems without interfering. You simply observe, record, and analyse what you see.

There are two approaches:

• Passive observation — watching without the participant knowing they are being studied (in public spaces)

• Facilitated observation — watching a participant perform specific tasks while you note what happens

What does it tell you?

Observation reveals what people actually do — which is often very different from what they say they do in interviews. It uncovers unconscious habits, workarounds, and frustrations that users themselves may not be aware of.

What to record:

• What actions does the user perform?

• Where do they hesitate or struggle?

• What workarounds do they use?

• What do their body language and expressions reveal?

Real-World Example:

When the design firm IDEO was tasked with improving hospital patient experiences, their researchers spent days simply observing patients in wards. They noticed that patients spent most of their time staring at ceiling tiles — because they were lying flat in beds. This simple observation led to a complete rethinking of ceiling and overhead design in medical environments, improving patient wellbeing significantly.

What is it?

An interview is a structured or semi-structured conversation between the designer and a user, client, or expert. It is one of the most powerful primary research tools because it allows the designer to ask follow-up questions and explore unexpected responses.

Types of interviews:

• Structured — fixed questions asked in a fixed order (easier to compare responses)

• Semi-structured — prepared questions but with freedom to explore interesting responses

• Unstructured — open conversation guided by themes rather than specific questions

What does it tell you?

Interviews generate rich qualitative data — the stories, feelings, frustrations, and desires behind human behaviour. They reveal the why behind the what.

Tips for effective design interviews:

• Ask open-ended questions — questions that cannot be answered with just "yes" or "no"

• Listen more than you talk

• Ask "Can you tell me more about that?" when something interesting emerges

• Never lead the participant toward a particular answer

Real-World Example:

When OXO designers interviewed elderly users and people with arthritis about their kitchen experiences, one participant said: "I feel embarrassed when my grandchildren have to open jars for me." This single qualitative insight — gathered through a simple interview — revealed that the design problem was not just physical but deeply emotional. It shaped OXO's entire design philosophy around dignity and independence.

What is it?

A survey is a set of written questions distributed to a larger group of people to gather data about opinions, behaviours, or experiences. Surveys are typically completed independently by participants, either on paper or digitally.

What does it tell you?

Surveys are excellent for gathering quantitative data from many people quickly — percentages, ratings, and frequencies that reveal patterns across a user group.

Effective survey design:

• Keep questions clear and unambiguous

• Use rating scales (e.g. 1–5) for measurable responses

• Include a mix of closed questions (for quantitative data) and open response boxes (for qualitative data)

• Test your survey with one person before distributing widely

Real-World Example:

When transport authorities in several European cities were redesigning public bus systems for universal accessibility, they distributed surveys to thousands of commuters across different age groups and ability levels. The quantitative data revealed that 62% of elderly users avoided bus travel specifically because of difficulty boarding — a finding that directly justified investment in low-floor, kneeling bus technology.

What is the difference between a survey and a questionnaire?

The terms are often used interchangeably, but in design research there is a useful distinction:

A questionnaire in design research is typically a focused tool used to gather specific feedback about a product, prototype, or user experience — often used after a user has tested something.

Real-World Example:

After users tested early prototypes of the Microsoft Adaptive Controller, the design team distributed focused questionnaires asking specific questions about button placement, cable management, and surface texture. The targeted responses directly informed the next iteration of the design.

What is it?

A focus group brings together a small group of target users (typically 5–8 people) for a facilitated discussion about a design problem, existing product, or proposed solution.

What does it tell you?

Focus groups generate rich qualitative data through group interaction — participants respond to each other's ideas, generating insights that would not emerge in individual interviews. They reveal shared experiences, common frustrations, and collective values.

Running an effective focus group:

• Recruit participants who represent your target user group

• Prepare open discussion questions in advance

• Encourage all voices — not just the loudest

• Record the session (with permission) for later analysis

Real-World Example:

When Dyson was developing their lightweight vacuum cleaners targeted at older users with reduced strength and mobility, focus groups with elderly participants revealed something unexpected — users were not just concerned about the weight of the product, but about the fear of dropping it and causing damage or injury. This insight led to design features including improved grip surfaces and protective bumper strips, not originally in the design brief.

What is it?

Material testing involves physically testing materials to understand their properties — strength, flexibility, weight, texture, durability, and comfort — in relation to your design requirements.

What does it tell you?

Material testing generates quantitative data about physical performance and qualitative data about sensory experience (how a material feels, looks, and behaves in use).

Types of material tests relevant to design:

• Compression testing — how much force a material withstands before deforming

• Flexibility testing — how far a material bends before breaking

• Texture and grip testing — how well a surface can be held or gripped

• Durability testing — how a material performs after repeated use

Real-World Example:

The signature soft, black rubber used on OXO Good Grips handles — called Santoprene — was selected after extensive material testing. The design team tested multiple rubber and polymer compounds for grip performance in wet conditions, compression under arthritic hand pressure, and durability over extended use. The material testing directly informed the final design specification for handle material.

What is it?

Product analysis involves systematically examining existing products to understand how they are designed, what they do well, where they fail, and what design opportunities they suggest.

Primary product analysis means you are physically handling and testing the product yourself — not just reading reviews online (which would be secondary research).

Frameworks for product analysis:

A useful framework for product analysis is ACCESS FM:

Real-World Example:

When designers at Ergotron were developing adjustable monitor arms for universal workspace accessibility, they physically analysed competing products — testing their adjustment mechanisms, measuring their range of motion, and evaluating their ease of use for people with limited upper body strength. This hands-on product analysis directly informed their design specification, revealing gaps in competitor products that became design opportunities.

Sort your research findings by method and data type:

• Group qualitative responses by theme

• Tabulate quantitative data into charts or tables

• Identify patterns, repetitions, and surprises

Ask yourself:

• What do most users struggle with?

• What emotional responses appear repeatedly?

• What physical requirements does the data reveal?

• What unexpected insights emerged?

User requirements are specific statements about what the design must do, based on research evidence. They form the foundation of your design specification.

Notice how this user requirement is:

• Evidenced — based on specific research data

• Specific — gives a measurable criterion

• User-centred — rooted in a real human need

Your design specification is a comprehensive list of criteria your design solution must meet, derived directly from your research findings. It transforms user requirements into measurable, testable design criteria.

A strong design specification includes criteria relating to:

• Function — what the product must do

• User — who it must work for and how

• Ergonomics — physical dimensions and interaction requirements

• Materials — performance requirements for materials

• Safety — safety standards the product must meet

• Aesthetics — visual and sensory qualities

• Sustainability — environmental requirements

A user persona is a fictional but research-based profile of a typical user. It synthesises your primary research findings into a vivid, human portrait that keeps the designer focused on real people throughout the design process.

A well-developed persona includes:

• Name and photograph (fictional but representative)

• Age, occupation, and lifestyle context

• Physical characteristics relevant to the design

• Goals and motivations — what they want to achieve

• Frustrations and pain points — what currently fails them

• A direct quote — a representative statement in their own voice

Example Persona: Universal Kitchen Design

This persona — built from real research data — gives the design team a human face to design for, ensuring that every decision is grounded in genuine user understanding.

Primary research often raises as many questions as it answers. Part of analysing your research is identifying gaps — areas where more research is needed, or where your findings point toward specific design directions that require further investigation.

This kind of analytical thinking demonstrates that your research is actively driving your design process forward.