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User Research Methods

用户研究方法

Overview

概述

User research uncovers what people need, want, and do — through direct observation and conversation, not assumptions. This skill covers four core methods: depth interviews, focus groups, surveys, and field observation, plus when to use each.

用户研究通过直接观察和对话而非假设，挖掘人们的需求、诉求与行为。本技能涵盖四种核心方法：深度访谈、焦点小组、问卷调查和实地观察，以及每种方法的适用场景。

Framework

框架

IRON LAW: Method Follows Question

Choose the method based on what you need to learn, not what's convenient.
"Why" questions → Interviews/Observation (qualitative)
"How many" questions → Surveys (quantitative)
"What do they really do" → Observation (behavioral)

Running a survey to answer "why" produces misleading data.

IRON LAW: Method Follows Question

Choose the method based on what you need to learn, not what's convenient.
"Why" questions → Interviews/Observation (qualitative)
"How many" questions → Surveys (quantitative)
"What do they really do" → Observation (behavioral)

Running a survey to answer "why" produces misleading data.

Method Selection

方法选择

Method	Best For	Sample	Depth	Cost
Depth Interview	Understanding motivations, pain points, mental models	8-15 people	Very high	Medium
Focus Group	Exploring reactions, generating ideas, social dynamics	6-10 per group, 2-3 groups	Medium	Medium
Survey	Measuring prevalence, preferences, demographics at scale	100+ responses	Low	Low-Med
Field Observation	Understanding actual behavior in context (not self-reported)	5-10 sessions	Very high	High

方法	最适用场景	样本量	研究深度	成本
深度访谈	理解动机、痛点、心智模型	8-15人	极高	中等
焦点小组	探索反应、生成创意、研究社交动态	每组6-10人，2-3组	中等	中等
问卷调查	大规模衡量普及率、偏好、人口统计数据	100+份回复	低	低-中等
实地观察	理解场景中的实际行为（而非自我报告的行为）	5-10次观察	极高	高

Depth Interview Guide

深度访谈指南

Warm-up: Build rapport (2 min) — "Tell me about your role/day"
Context: Understand their world (5 min) — "Walk me through the last time you..."
Core questions: Explore the topic (20 min) — Open-ended, no leading questions
Probing: Go deeper on interesting threads — "Tell me more about that", "Why?"
Wrap-up: Summarize and confirm (3 min) — "Did I understand correctly that...?"

Rules:

Ask about past behavior, not hypothetical future ("What did you do?" not "What would you do?")
Never ask "Would you use this?" — people are terrible at predicting their own behavior
Silence is a tool — let them fill the gap

暖场环节：建立信任（2分钟）——“请介绍一下你的岗位/日常工作”
背景了解：熟悉用户所处环境（5分钟）——“请描述你最近一次[相关行为]的完整过程”
核心问题：探讨研究主题（20分钟）——采用开放式问题，避免诱导性提问
深入挖掘：针对有趣的线索进一步追问——“请详细说说这件事”“为什么会这样？”
收尾确认：总结并核实信息（3分钟）——“我理解的是[总结内容]，对吗？”

注意规则：

询问过去的实际行为，而非假设性的未来行为（问“你当时做了什么？”而非“你会怎么做？”）
绝对不要问“你会使用这个产品吗？”——人们不擅长预测自己的行为
学会运用沉默——让用户主动填补空白

Survey Design

问卷调查设计

Start with screening questions (qualify respondents)
Move from general to specific
Put sensitive/demographic questions last
Limit to 15-20 questions (5-7 min completion)
Use validated scales where possible (Likert, NPS, SUS)

Question types to avoid:

Double-barreled: "Is the product fast and reliable?" (which one?)
Leading: "Don't you think our app is easy to use?"
Hypothetical: "Would you pay $10/month for this feature?"

以筛选问题开头（确认受访者是否符合要求）
从一般性问题过渡到具体问题
将敏感/人口统计类问题放在最后
控制在15-20个问题（5-7分钟完成）
尽可能使用经过验证的量表（Likert量表、NPS、SUS）

需避免的问题类型：

双重指向：“你觉得这款产品既快速又可靠吗？”（无法区分是哪一点）
诱导性：“你不觉得我们的应用很好用吗？”
假设性：“如果我们取消配送费，你会完成订单吗？”

Analysis

分析方法

Qualitative (interviews, observation):

Affinity mapping: Group observations into themes
Look for patterns across 5+ participants
Quote verbatim — don't paraphrase

Quantitative (surveys):

Descriptive stats first (means, distributions)
Cross-tabulate by segments
Statistical significance for comparisons (p < 0.05)

定性分析（访谈、观察）：

亲和图法：将观察结果归类为不同主题
寻找5名以上受访者的共同模式
直接引用原话——不要转述

定量分析（问卷调查）：

先做描述性统计（均值、分布情况）
按用户群体进行交叉分析
对比分析需具备统计显著性（p < 0.05）

Output Format

输出格式

markdown

undefined

markdown

undefined

User Research Plan: {Project}

用户研究计划：{项目名称}

Research Questions

研究问题

{what we need to learn}

{我们需要了解的内容}

Method

研究方法

Type: {interview / focus group / survey / observation}
Rationale: {why this method for this question}
Sample: {who, how many, recruitment criteria}
Timeline: {duration}

类型：{访谈 / 焦点小组 / 问卷调查 / 观察}
选择理由：{针对该问题选用此方法的原因}
样本：{研究对象、数量、招募标准}
时间线：{持续时长}

Discussion Guide / Survey Instrument

访谈指南 / 问卷工具

{Key questions or survey structure}

{核心问题或问卷结构}

Analysis Plan

分析计划

{How findings will be synthesized}

undefined

{研究结果的整合方式}

undefined

Examples

应用示例

Correct Application

正确应用

Scenario: Understanding why users abandon a food delivery app at checkout

Method: Depth interviews (need to understand "why", not "how many")
Sample: 10 users who abandoned in the last 30 days (recruit via in-app data)
Key question: "Walk me through your last order that you didn't complete. What happened?" (behavioral, past-tense, open-ended ✓)

场景：了解用户在结账环节放弃外卖订单的原因

方法：深度访谈（需要了解“为什么”，而非“有多少人”）
样本：10名过去30天内放弃过订单的用户（通过应用内数据招募）
核心问题：“请描述你最近一次未完成的订单过程，发生了什么？”（基于实际行为、过去时态、开放式问题 ✓）

Incorrect Application

错误应用

Survey asking "Would you complete your order if we removed the delivery fee?" → Hypothetical. Users will say yes but behavior may not change. Should observe actual behavior or test with a real experiment.

用问卷询问“如果我们取消配送费，你会完成订单吗？”→ 属于假设性问题。用户可能会回答“是”，但实际行为未必如此。应观察真实行为或开展真实实验。

Gotchas

常见误区

5 users find 85% of usability problems (Nielsen): For usability testing, diminishing returns after 5. For understanding motivations, need 8-15.
Self-reported behavior ≠ actual behavior: People overestimate how healthy they eat, how often they exercise, and how much they'd pay. Observation and behavioral data > self-report.
Recruitment bias: If you recruit "users of our app", you miss non-users and churned users. Define the population carefully.
Interviewer bias: The interviewer's reactions (nodding, "great!") influence responses. Stay neutral.
Surveys measure what you ask, not what matters: If you didn't think to ask about a pain point, the survey won't reveal it. Use qualitative research first to discover the right questions.

5名用户可发现85%的可用性问题（Nielsen研究）：针对可用性测试，5名用户后收益递减；针对动机研究，则需要8-15名用户。
自我报告的行为 ≠ 实际行为：人们会高估自己的健康饮食频率、运动次数，以及愿意支付的费用。观察数据和行为数据的可信度远高于自我报告。
招募偏差：如果只招募“我们的应用用户”，会遗漏非用户和流失用户。需谨慎定义研究人群。
访谈者偏差：访谈者的反应（点头、“很棒！”）会影响用户的回答。需保持中立态度。
问卷只能衡量你提出的问题，而非真正重要的问题：如果你没想到要询问某个痛点，问卷就无法揭示它。应先用定性研究确定正确的问题方向。

References

参考文献

For interview script templates, see
```
references/interview-templates.md
```
For survey design best practices, see
```
references/survey-design.md
```

访谈脚本模板请查看
```
references/interview-templates.md
```
问卷设计最佳实践请查看
```
references/survey-design.md
```