April 20, 2022
April 20, 2022
Research questions are the key to successful research projects. However, the importance of a valid research question isn't talked about often. As a result, sometimes it can feel like we are going through the motions without considering how to form a research question that sets a study up for success.
I was working at a travel company and a stakeholder came to me with this request (at the time, I called it a research question), "People are searching for flights but not buying tickets. Instead, they are dropping off. We need to do research and fix this."
So, off I went, equipped with my "research question."
I recruited seven users for a joint interview and usability testing session. In this session, I asked them:
It wasn't a great test. People had difficulty answering why they weren't buying tickets, citing reasons from timing to pricing to just browsing. All participants succeeded in the usability test, and the main feedback was that the checkout process was "a bit long."
It wasn't much to go for, but we jumped into solution mode based on what the participants said. We aimed to address the "too long" checkout process, so we decided to:
What happened? Absolutely nothing. No one used the credit card scanner because, culturally, it was not a realistic feature, and we, as a platform, had not built trust with our users. Additionally, people didn't want to make an account, so the original problem of the form being too long was still an issue and there was no movement in the metrics.
The project was doomed from the start. This project:
This example illustrates why starting with a valid research question is so important. It all begins with that question, and when you start with a "bad" research question (or not at all), it can have a detrimental snowball effect.
By starting with a valid research question, you are setting yourself and your team up for success in your project. However, research questions can be tricky to create, especially if you are new to writing them.
Before we write our research questions, we need to think about what makes a question answerable by research. We don't want to be writing research questions that research can't answer—and I see this happen a lot.
I hope this list doesn't break your heart or get you running from the hills. There are some ways around these questions that I will detail below. The best advice I ever received for stakeholder management was to become a "no, but..." researcher.
This meant that instead of me taking the questions above and saying, "nope, we can't answer those," I instead provided alternative solutions like:
So, the end is not here! We can find ways to answer some of these unanswerable questions, but it requires a shift in thinking about and writing research questions.
Because I do this so often and wanted to teach colleagues, I broke down how I write research questions into five steps.
Ask yourself:
This is a brain dump step, so don't think, just write! First, write down all of your questions, and then we will begin to narrow them down.
For each of your questions, ask yourself:
Since we typically have limited time and users, we can't stuff all the questions into one session, so we need to focus. In this step, ask yourself:
It is okay, at this stage, to rewrite a few of your questions into one - just make sure you can cover it in a research session!
I use two tricks when writing research questions that help mitigate biases and the small sample size:
In addition, when looking at wording, make sure you are avoiding:
Our methods need to answer our questions. For example, if we ask quant-based questions in a qualitative interview, we will all be disappointed with the results. Therefore, you must ensure your question is answerable with your method.
Here are some ways to check this:
First, are you asking variance questions or process questions?
Qualitative research focuses on three types of questions within the process theory:
Let's go through these steps together using the research question from above. For this example, I will use the original request from my example above:
"People are searching for flights but not buying tickets. Instead, they are dropping off. We need to do research and fix this."
For this particular request, I would want to think about what we aren't understanding or what assumptions we have. So I would write the following questions:
Now that I have written those questions down, I will question them more:
Now I need to focus on one question, in particular, that is the most central to helping me understand users and moving that business metric. I also need to make sure it is a qualitative research question.
With this in mind, my research question would become:
How do people currently decide to purchase flights, and what do they think of that experience?
My research question is a bit too general and more on the instrumentalist side. So I would need to make the question first more particular:
And then, more realistic:
So, now my research question becomes:
How do people currently decide to purchase flights for leisure travel, and how do they perceive the experience?
For this question, I am asking a more process-based question. My question is about processes that occurred and how the processes influenced or impacted the person. This question aligns with qualitative research and would likely narrow my methodologies down to mental model diagrams and/or journey mapping interviews.
I love a good formula. In this case, I have a few models of how you can word your qualitative research question in an open-ended and unbiased way:
Overall, starting your project with a valid and solid research question will help ensure success and happy stakeholders! And, really, what more could we ask for?
Nikki Anderson-Stanier is the founder of User Research Academy and a qualitative researcher with 9 years in the field. She loves solving human problems and petting all the dogs.
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