Exploratory Research
Understanding the broader opportunity space, competitive landscape, market trends, and existing user behaviors.
The objective is to answer: “What are some worthy problems to solve?”
Generative Research
Understanding explicit (what they say), tacit (what they do), and latent (what they feel) user needs to ideate potential solutions for.
The objective is to answer “What are some ways to solve the problem?”
Evaluative Research
Iteratively testing, prototyping, and assessing sacrificial concepts to evaluate the best problem-solution fit.
The objective is to answer “What is the best solution for the problem?”