UX Research Plan - How Hypotheses, Objectives, and Secondary Questions Tie into the Business Case

# Building a Strong UX Research Foundation: The Essential Steps

By Philip Burgess - UX Research Leader

1. The Business Case Defines the “Why”

The business case sets the stage for our research. It answers essential questions:

• Why are we doing this research?

• What business decision or risk does it support?

  
  

Example

Customer service calls about claims submissions have increased by 30%, costing $250K per quarter. We need to understand what’s driving this friction to reduce costs and improve user satisfaction.

2. Hypotheses Translate Business Needs into Assumptions

The business case highlights a costly problem. The hypothesis translates this into an assumption.

Example

If we add a progress bar to claims submission, then users will abandon less because they’ll feel reassured about the process length. This approach makes the research not just exploratory but test-driven against a business pain point.

3. Primary Research Objectives Align Research with Business Goals

Objectives should map directly back to the business case. They define the specific evidence you’ll deliver to inform business decisions.

Example

Determine whether adding a progress bar reduces abandonment rates and customer service inquiries during claims submission. This directly connects to cost reduction + user satisfaction—the heart of the business case.

4. Secondary Questions Add Depth & Future Value

Secondary questions are not critical to the business case but help:

• Uncover adjacent insights.

• Seed future improvements.

  
  

Example

• Do users notice the progress bar without prompting?

• Does it improve CSAT scores?

  
  

While not the central decision point, these questions enrich understanding and provide bonus ROI.

5. Narrative Flow in a Research Plan

Here’s how it looks when tied together:

1. Business Case (The Why)

   → We need to reduce costly call center volume tied to claims submission abandonment.

   
   

2. Hypotheses (The Assumptions)

   → If we add a progress bar, drop-off will decrease because users feel reassured.

   
   

3. Primary Objectives (The Learning Goals)

   → Evaluate whether the progress bar reduces abandonment and improves task success rates.

   
   

4. Secondary Questions (The Explorations)

   → Do users notice it? Does it improve satisfaction? What alternative cues also help?

   
   
   
   

UX Research Plan Alignment Template

Business Case (Why)	Hypothesis (Assumption)	Primary Research Objective (Core Goal)	Secondary Research Questions (Supporting Exploration)
Describe the business need, pain point, or opportunity driving this study. State the impact on cost, revenue, retention, or satisfaction.	If [we make this change], then [this outcome will happen], because [assumption about user behavior].	Evaluate/Measure/Understand [user behavior or experience] in order to [specific decision/outcome aligned to business case].	Exploratory questions that enrich findings but are not critical to the decision. “Do users notice X? How does Y affect satisfaction? What alternatives do users suggest?”

Example Filled-In (Claims Submission Case)

Business Case (Why)	Hypothesis (Assumption)	Primary Research Objective (Core Goal)	Secondary Research Questions (Supporting Exploration)
Customer service calls about claims submissions have increased 30%, costing $250K per quarter. Reducing abandonment will lower costs and improve user satisfaction.	If we add a progress bar to claims submission, then abandonment will decrease because users will feel reassured about process length.	Evaluate whether adding a progress bar reduces abandonment and improves task success rates in claims submission.	- Do users notice the progress bar without prompting?- Does the progress bar improve CSAT scores?- What alternative cues (color, icons, messaging) also reassure users?

Conclusion: Empowering Organizations Through UX Research

In conclusion, a well-structured UX research plan is essential for organizations aiming to enhance user experiences. By clearly defining the business case, formulating hypotheses, and aligning research objectives, we can make informed, data-driven decisions. This approach not only improves user satisfaction but also delivers measurable business value.

Let’s embrace the power of UX research and transform our understanding of user needs into actionable insights. Together, we can build and scale effective UX research practices that drive success.

Philip Burgess | philipburgess.net | phil@philipburgess.net