If you’re involved in the design of digital products, you’ve probably heard the term “generative research” thrown around. But what is it, when should it be used, and why is it important? In this post, we’ll explore the definition and significance of generative research, as well as how it fits into the larger design process.
So, what is generative research? Generative research is a type of UX research that focuses on exploring and generating ideas, rather than testing and evaluating existing ones. It’s all about gathering insights and inspiration that can inform the design process, and typically involves more open-ended and exploratory methods, such as in-depth interviews, focus groups, and brainstorming sessions.
Generative research is typically used early in the design process, when you’re trying to identify new opportunities or directions for your product. It can be especially useful for gathering insights and ideas from potential users, and can help to inform the development of personas, user stories, and other design artifacts.
So, why is generative research important? There are several reasons.
First and foremost, it helps to ensure that the product you’re designing is based on a solid understanding of your users’ needs and goals. By gathering insights and ideas from potential users, you can create a product that meets their expectations and helps them achieve their objectives.
In addition, generative research can help to identify untapped opportunities and areas for innovation. By exploring new ideas and approaches, you can uncover new ways to solve problems or meet the needs of your users.
Finally, generative research can help to build a shared understanding and vision among your team. By involving stakeholders and team members in the exploration and ideation process, you can create a shared understanding of the product and its potential impact.
In conclusion, generative research is an important part of the design process, helping to ensure that the products we create are based on a deep understanding of our users’ needs and goals, and are informed by a range of ideas and perspectives. If you’re not already incorporating generative research into your design process, we highly recommend giving it a try — it can be a powerful source of inspiration and insight.