Understanding UX Research Types - Generative, Discovery, Exploratory, Evaluative, Formative, and Summative
- Philip Burgess
- Dec 20, 2025
- 3 min read
By Philip Burgess | UX Research Leader
User experience (UX) research shapes how products and services meet real user needs. But with so many types of UX research, it can be confusing to know which method fits your project. I’ve worked on several design projects where choosing the right research approach made all the difference. In this post, I’ll walk you through the main types of UX research, explain when to use each, and share best practices to get the most from your efforts.
Understanding UX Research Types:
Generative Research: Creating Ideas from Scratch
Generative research helps uncover user needs, motivations, and pain points before you start designing. It’s about gathering insights that inspire new ideas and solutions.
When to Use Generative Research
At the very beginning of a project
When exploring new markets or user groups
To identify unmet needs or opportunities
Common Methods
Interviews
Ethnographic studies
Diary studies
Contextual inquiries
Best Practices
Ask open-ended questions to encourage storytelling
Observe users in their natural environment for authentic insights
Avoid leading questions that bias responses
For example, when redesigning a fitness app, I conducted interviews and shadowed users during workouts. This revealed frustrations with tracking progress and motivated features that users wanted, which shaped the app’s new direction.
Discovery Research: Understanding the Problem Space
Discovery research digs deeper into user behaviors and attitudes to define the problem clearly. It helps teams align on what to solve.
When to Use Discovery Research
After generative research or when you have a rough idea
To validate assumptions about users and their challenges
To prioritize features based on real needs
Common Methods
Surveys
Focus groups
Competitive analysis
User journey mapping
Best Practices
Use quantitative data to support qualitative insights
Involve cross-functional teams to get diverse perspectives
Keep surveys concise to improve response rates
In one project, discovery research helped us realize that users struggled most with onboarding. This shifted our focus from adding features to simplifying the first-time experience.
Exploratory Research: Testing Concepts Early
Exploratory research evaluates early concepts or prototypes to gather feedback and refine ideas before full development.
When to Use Exploratory Research
When you have initial designs or prototypes
To test usability and user reactions
To identify potential issues early
Common Methods
Usability testing with wireframes or mockups
A/B testing
Card sorting
Best Practices
Test with real users who match your target audience
Focus on key tasks to keep sessions manageable
Encourage honest feedback, including negative comments
For example, testing a new checkout flow with users revealed confusing steps that we simplified before launch, improving conversion rates.
Evaluative Research: Measuring Effectiveness
Evaluative research measures how well a product or feature performs against goals. It often happens after development or during iterations.
When to Use Evaluative Research
After launching a product or feature
To compare different versions or designs
To track improvements over time
Common Methods
Usability testing with live products
Analytics review
Heatmaps and click tracking
Best Practices
Define clear success metrics before testing
Combine qualitative and quantitative data for a full picture
Test regularly to catch issues early
In one case, evaluative research showed that users were dropping off at a specific step in a signup process. We redesigned that step and saw a 20% increase in completions.
Formative Research: Guiding Design Decisions
Formative research supports design by providing ongoing feedback during development. It helps shape the product as it evolves.
When to Use Formative Research
Throughout the design and development phases
To test features as they are built
To refine user flows and interactions
Common Methods
Iterative usability testing
Prototype walkthroughs
Expert reviews
Best Practices
Test small changes frequently rather than waiting for big releases
Involve designers and developers in sessions to foster collaboration
Document findings clearly to inform decisions
For example, during a website redesign, formative research helped the team adjust navigation labels and button placements, improving clarity and ease of use.
Summative Research: Confirming Success
Summative research evaluates the final product to confirm it meets user needs and business goals. It often serves as a final check before wider release.
When to Use Summative Research
At the end of a project or major release
To validate overall usability and satisfaction
To benchmark against competitors or previous versions
Common Methods
Large-scale usability testing
Surveys measuring satisfaction and Net Promoter Score (NPS)
Performance analytics
Best Practices
Use representative samples of your user base
Focus on key performance indicators aligned with goals
Share results with stakeholders to guide future work
In one project, summative research confirmed that users found the new app intuitive and enjoyable, supporting a successful launch campaign.
Choosing the right type of UX research depends on your project stage, goals, and available resources. Combining these approaches creates a strong foundation for user-centered design. Remember to stay flexible and let user insights guide your decisions.
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