Qualitative research and the UX overlap

Michael Thompson’s background is in social, commercial and qualitative research. He had recently joined MTM’s UX team when Liz Norman asked him what UX research involves and how qualitative researchers can move into it.

Michael’s clients show that UX is about much more than websites. They work in media and entertainment, so his work includes studying how people watch television and experience cinema.

What drew you to UX research?

In media, UX covers video and streaming platforms and broadcasters, with a focus on their user interfaces. The chance to work in those areas sparked Michael’s interest and, given MTM’s reputation, the move was a no-brainer.

UX also opens doors to other sectors, particularly tech-related spaces such as fintech and food tech, giving you a platform to take your expertise into new markets.

What kinds of studies do UX teams run?

When you speak to people about UX and UX research, they have a limited view and tend to think about troubleshooting websites and apps, and usability research around where buttons go.

Michael Thompson

There’s more to it than that. UX is about discovering the user experience and people’s needs, and building an understanding of those foundational insights.

It’s also about asking strategic questions. What should a website or app do for the business and for the consumer? What does the consumer need when using it? How should the brand come through in the content? And how do you make the experience enjoyable?

The granular detail of usability still matters, of course.

Who works with UX researchers?

UX is evolving, and who the client is depends on how mature the business is.

Some of Michael’s clients are the traditional kind, such as heads of insight or marketing. But many companies now invest heavily in UX and have separate UX teams, and he reports into those.

In a large, established tech company, UX researchers usually form their own team within product, alongside designers, data analysts and developers. That can be isolating if you’re the only researcher, but you’re much closer to the product and its development.

In businesses that are less mature technologically, UX research sits in the market research team.

How does UX work differ from qualitative research?

The fundamentals of qualitative research are the same: how you design a project, interview, analyse and report.

The difference is method. UX research looks at behaviour and how people interact with an interface, rather than their opinions. That can be a big transition for some, but it’s much more interesting work. There are techniques to learn too, such as heuristic evaluation and contextual inquiry, which matter far more in a UX role.

The rhythm of work is different as well. You’re not working towards a glossy PowerPoint at the end, as you would in market research, and there’s less group work, which reflects how technology has changed the field. UX is more collaborative, and you work at speed to get insight fast.

How can a qualitative researcher move into UX?

There are more opportunities in UX than ever before. Since Covid, there has been a huge appetite for talent.

The talent pool used to be smaller, because big tech companies only looked at people with certain qualifications or degrees. The profession is now far more open to people who bring other skills.

If you have the fundamental skills of a qualitative researcher, the move is easier, but you need to show a real interest in the area:

• Read the books and follow the discussions about what UX researchers do and what the job looks like.
• In your current role, position yourself for the more tech-led projects.
• Invest in training. There is plenty online, and London-based organisations run courses; they can be pricey, but investing in yourself matters.

In future, UX research, creative development and brand strategy will be integral to a qualitative researcher’s role, which will make the transition easier still.

How do you see UX evolving?

“Working in UX and UX research really gives you an opportunity to work with businesses and trends that shape everyday life – working with Meta and Google, understanding what they are up to and the technologies they are using that will affect all of us,” says Michael.

UX is only going to grow. Technology is becoming ever more important to businesses, with a huge focus on the metaverse and web3. Businesses need to understand what these mean for them commercially. UX research is at the forefront of that, and gives organisations an advantage over competitors.

Considering a similar move? Read Can I move client-side as a qualitative researcher? and see where UX research sits on the Career map.