Generative research is "next level" research that moves toward a more strategic user
understanding. It can transform your company—but it's not easy to master.

This free in-depth guide shares the info you need to build effective generative and evaluative research, whether you're new to the practice or want to improve.

The guide includes:

• Context on why—and how—to start generative research
• Advice on recruiting participants, getting stakeholder buy-in, conducting interviews, synthesizing insights & more
• A step-by-step walkthrough for your next evaluative research project