Over the past 12 months there has been significant alignment, if not merging, of Customer Experience, User Experience, and Market Research teams as brand grapple with Digital Transformation and the need to deliver seamless Omni-channel experiences to their customers and colleagues.

Customer Centricity is critical for brands. Today, as we reflect on this ever-increasing need for organisations to become even more customer-centric, questions are still raised surrounding how it can be achieved.

In this post we discuss the concept of Iterative Research in multiple contexts e.g. customer-centricity, continuous discovery, and UX debt and explore how it can be used as an “always on” approach to UX, CX, and Market Research.

What is Iterative Research?

Iterative Research is aligned directly with iterative design. Both go hand-in-hand, where essentially, iterative design will always leverage the outputs of iterative research, and vice versa. The value of iterative research (which can also be said for iterative design) is that the earlier in a product life cycle that we implement iteration, the more cost-effective this approach will be (Interaction Design Foundation, 2021).

Iterative research is an agile one. It is embedded into an agile set of best practices. Most importantly, this way of gaining customer insights does not require one way of data collection. Instead, it can (and should be) incorporated into larger scale projects using multiple techniques and iterative research tools at a team's disposal. Embrace and leverage traditional forms of user research, but adapt them to capture insights quickly and effectively.

Taking this into account, iterative research can be viewed as a means to carry out critical research techniques where researchers adjust each cycle according to what they learned in the previous iteration (Indeed, 2021). Essentially, the iteration component of the research should involve incorporating what was learned at one point into the next point of the research, rather than following rigid linear steps (Medium, 2019).

Where can Iterative Research be carried out?

Because iterative research involves multiple touchpoints and user feedback loops throughout a product life cycle, this form of iteration can then be used at key areas where customer insights are required. When your research is embedded in the entire product life cycle, it can be applied across all phases. The double diamond framework is a good example. First, we can apply iterative research across all four stages of the double diamond. 

Whilst phase 1 and 2 (Discover and Define) are primarily viewed as the research phases, we can now apply iterative research across all four. To go a step further, we can be iterative within each phase. As such, discovery does not need one single research event, such as a diary study or digital ethnography for example. Instead, we can capture insights quickly and effectively - analyse, use the insights, amend our approach, and go back to our customers. Essentially, continuous discovery. Is iterative research a form of continuous discovery?

To simply put it, yes and no. Of course discovery (also referred to as generative research) is a key part of user and customer experience research. Discovery research is what allows us to uncover the needs and problems our customers experience in their lives. Doing discovery through iterative research means that we build a greater sense of understanding about our customers/users lives in conjunction with their opinions and emotions towards areas of our prototypes. More clearly, iterative research is not just one methodology or technique, it can be exploratory and yet be used to carry out user testing. The key is that these techniques are iterative.

Why is Indeemo a Good Fit for Iterative Research?

Who is Iterative Research For?

In the context of market research, iterative research can be applied at multiple consumer touchpoints, which can help understand experiences. With this, we can better optimise our products, servies, and overall customer experience. 

From a User Research and Experience Design perspective, iterative research can work extremely well. As mentioned earlier, iterative research will always go hand-in-hand with iterative design. We have seen that indeed, iterative research can be viewed as a form of continuous discovery. Nonetheless, capturing insights, building from them and acquiring consistent user feedback will ultimately result in effective user testing. The important thing to note here is that user testing does not have to be a once off effort. Instead, the iterative component of this form of research can be used for multiple stages of testing, where your product and even prototypes are tested on users and changed repeatedly at different stages of design based on testing feedback and results (Adobe, 2020). 

When should I do Iterative Research?

Ultimately, iterative research can be applied at any stage of a large scale project. The idea of implementing iteration does not require massive change to current research practices. Without taking a leap of faith, we typically start with what the data is already telling us.

Poor NPS Scores

First, the quantitative data might present to us a decline in NPS. Sales data and market analysis might show changes at a macro level. These alone can signal a need for more feedback from consumers. Additionally, there is already a shift happening across the globe. This is the move from the traditional waterfall cycle approach to design thinking and agile practices. Applying iteration to your exploratory research, customer experience research, and usability testing can essentially merge all into one. Research, at the high level, should not be left as a stand alone project where handoffs to the next team means the insights gained from research are left static.

Breaking Down the CX, UX, and MR Silos

This also prompts for iterative research to be applied when we are aiming to break down the silos between CX, UX, and market research. When we accept that the voice of the customer is central and needs to be at the table for decision making, we then need a way to ensure our customers play a central role in each decision and change that will be made during the design and development of a new product. By applying iterative research we are able to create a strong feedback loop with our customers. Tapping into the true customer experience and engaging with them at each touchpoint, and during each prototype phase, will ultimately ensure their say and experiences inform the next phase of design. To summarise, iterative research should be applied when we are striving for a greater sense of customer closeness.

Reducing UX Debt

Lastly, iterative research can and should be applied as an effective tool at minimising UX debt. It is not uncommon for user research to meet the needs of design primarily at the outset of a project. Taking the double diamond framework into account, ux researchers are often seen as its strongest during the initial discovery phase. However, the insights used to inform the next phases sometimes need to be revisited. In fact, we may not see forms of user research throughout the remainder of a double diamond approach until we reach testing. At this stage, results of usability testing might indicate flaws (large and small) in the ux. Consequently, we are faced with an increase in costs and resources to amend issues that arise from usability testing. So, with that in mind, we can use an iterative research approach throughout the entirety of a framework, such as the double diamond. The benefit of this is that we can maintain engagement with our users - continue the feedback loop as mentioned above - and reduce the risk of ux debt down the line.

How do I conduct Iterative Research?

Carrying out research in multiple iterations is not difficult. To truly get the benefits of the iterative process, you can adapt your current techniques and adopt new methodologies that complement iterative research. By adapting current techniques you should aim to condense your fieldwork. Ultimately, you will want to capture consumer feedback and insights in short and snappy moments. For instance -  In relation to qualitative methodologies, there is no set standard for fieldwork duration. This all depends on the methods you use.

Recruitment for Iterative Research

By adopting technologically driven methods, such as digital ethnography, you should then be able to run a successful online recruitment drive. Recruiting the right respondents is central to getting the most out of your fieldwork. In the context of iterative research your recruitment can be done through the use of QR codes, and therefore, you will be able to onboard participants easily and seamlessly.

Respondent Recruitment with Indeemo

Indeemo's recent integration with Respondent.io revolutionises how market researchers recruit and manage study participants. This seamless union allows you to handle every step of the recruitment process through the Indeemo Dashboard, enhancing efficiency and simplifying your workflow.

• Create and Publish a Screener

Start by crafting a screener with specific criteria and questions relevant to your study directly on your Indeemo Dashboard. This ensures that only the most suitable respondents are selected.

• Review and Invite Respondents

Once potential participants complete the screener, their submissions appear on your dashboard. You can easily review these and invite the best candidates to download the Indeemo App and participate in your study.

• Task Completion and Incentive Payment

Participants complete tasks by submitting photos, videos, notes, and screen recordings. After completing all assigned tasks, you can promptly pay their incentives directly through the dashboard.

This integration not only makes recruitment and participant management more straightforward but also enhances the overall efficiency of conducting market research. With everything in one place, you can focus more on gathering insights and less on administrative tasks.

What tools can you use for Iterative Research?

When choosing to implement iterative research we must also consider a number of factors. First, our fieldwork will normally be shorter than traditional approaches. Second, we will need to be able to get the best data possible to truly understand our customers. Therefore, we will want to have the right tools at our disposal. Iterative research tools like Indeemo can be optimised effectively for your first project where iteration is going to be a key component to the outcomes of your project.

How to create an Iterative Research Project

By creating an iterative research project, you are essentially designing a model/framework for you and your team to be iterative for the entirety of the larger project. This involves being iterative at the discovery phase right through to design, development, and going to market. This also means you can harness the right techniques and tools that will allow you to capture all aspects of your customers experiences, across all touchpoints they interact with your company through.

• Use Mobile Screen Recording for UX Research

With this in mind, you may require both mobile screen recording and desktop screen recording capabilities. This will be central to understanding digital experiences. With an ever-increasing globalised world your recruitment may require respondents from multiple markets. Online qual tools with automated transcription for effective analysis will go a long way. 

• Bring Experiences to Life with Customer Journey Mapping

When your fieldwork sprints are framed around various components of people's lives (such as, home cooking, in-store shopping, and online browsing), their experiences and journeys along the way will differ. Their opinions will change and how they behave will alter. Tools that provide journey mapping capabilities also should be leveraged in this instance. For iterative research, journey mapping can have a profound impact on your insights.

• Capture Context Rich Feedback with Video

For iterative research to work well, quantitative data alone will not be sufficient. However, you can leverage the use of video to get a full 360 view of your customers. A single 1 minute video of your customers describing how they search for your product online is exceptionally valuable. You see how they behave and hear about their experiences directly from them. 

• Use Scheduled Tasking for Each Iteration

At Indeemo, we are seeing an uptick in iterative research projects. Typically, these projects are tapping into their customers more frequently as they continue to evolve their products and experiences for these customers. The iterative research projects we have supported over the past twelve months particularly, have leveraged scheduled tasking format for each iteration and touchpoint with their customers. Essentially, the scheduled format for iterative research means that your respondents are on a cadence that you have defined at the outset. 

Through this model, you are able to structure your iterations well enough so you and your team have time and capacity to review and analyse the data, drawing on learnings and building into the next phase. For instance, you may re-structure following tasks based on the insights you uncovered from the previous tasks.

Case Study: Revolutionising Smart Device Development with Iterative Research

In a recent case study focusing on agile product development and prototype testing, we observed the transformative impact of Iterative Research Tools, particularly highlighted in the development of a smart device. Leveraging the capabilities of Indeemo, a multifaceted UX research platform, this study underscored the importance of agile methodologies and multimedia tools in understanding and enhancing the user experience within the Internet of Things (IoT) domain. This approach not only accelerated product development cycles but also significantly reduced UX debt, thanks to its rapid iteration capabilities.

More importantly, the study revealed how continuous and dynamic engagement with users, supported by Indeemo's diverse research functionalities, led to deeper customer insights and stronger empathy. By capturing real-time feedback and behaviors, this method of iterative research proved invaluable in aligning product design more closely with user needs, thereby demonstrating a powerful blend of qualitative research and innovative technology in advancing UX design and smart device development.

You can read the entire case study here.

Did you know?

Indeemo is revolutionising the landscape of market research with its multifaceted research platform, designed to cater to the dynamic needs of modern researchers and insights teams. At the forefront of asynchronous data collection, Indeemo is a market leader, especially renowned for its video-based, in-the-moment data capture capabilities. Here’s a glimpse into the innovative features that make Indeemo a game-changer in the realm of qualitative research:

Asynchronous Video Data Collection: In-the-Moment Insights

Indeemo empowers researchers to capture authentic, in-the-moment experiences through video. This approach ensures that the data collected is not just rich in detail but also reflective of genuine consumer behaviours and reactions as they happen. The platform's ability to facilitate this level of real-time, video-based data collection positions it uniquely in the market research industry.

Seamless Video Import Capability: Effortless Integration and Transcription

Taking flexibility a notch higher, Indeemo’s video import capability is a testament to its adaptability and user-centric design. Researchers can now effortlessly upload their interviews or focus group sessions directly from popular conferencing tools like Zoom or Microsoft Teams. This seamless integration is further enhanced by Indeemo’s automatic transcription feature, transforming video content into analyzable text, thereby streamlining the data analysis process.

Advanced Qualitative Data Analysis: Leveraging Generative AI

Indeemo introduces its state-of-the-art generative AI, a groundbreaking addition that propels qualitative data analysis into a new era. This intricate yet user-friendly AI tool specialises in dissecting interview transcripts and in-the-moment video uploads. Researchers can engage Indeemo’s AI for a variety of analysis tasks, including sentiment analysis, quote extraction, and thematic analysis. The AI’s proficiency in uncovering preferences, nuances, attitudes, and more, adds an unparalleled depth to research findings.

Whether it’s understanding consumer sentiment, extracting impactful quotes for marketing, or conducting an in-depth thematic analysis, Indeemo’s platform is equipped to handle diverse research demands. Its intuitive design ensures that both experienced researchers and newcomers can navigate its features with ease, making sophisticated data analysis accessible to all.

In summary, Indeemo isn’t just a research tool; it’s a comprehensive solution that bridges the gap between raw data and actionable insights. With its capabilities in asynchronous video data collection, seamless video import, and advanced AI-driven analysis, Indeemo stands as a beacon of innovation in market research technology. Embrace Indeemo, and unlock a world of insights that were once beyond reach

Let us Support your Next Iterative Research Project

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The ingredients listed above can make good iterative research design. We expect to see iterative research to grow even further over the next three months. As brand loyalty, accelerating rates of change and digital transformation are forcing brands to stay constantly closer to their customers, we see the use of iterative research growing in the year ahead.

Our iterative research platform has a range of capabilities that you and your team can optimise for each iteration of your project. Iterative research does not require significant investment. You can fire up your project quickly and begin the iterative process straight away.

If you’d like to learn more about how Indeemo can support you or your clients’ iterative reserch, please get in touch. At Indeemo we are supporting more projects that are inherently consumer centric. These projects are becoming more iterative with frequent engagement with customers having a profound impact on product design. So, with this in mind, how can Indeemo help you and your team bridge the gap between your customers and your brand?

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