Avoid dumb, dirty, and dangerous research.
A handbook that combines rigor with the messiness in the real world.
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Apple is reading on the couch while Banana is looking for a book and Blueberry and Pear are reading in various places
Take a peek inside the book
Part 1
The Philosophy
Understanding what fruitful research is and the core principles you can use in any research situation.
Principle 1
Study actionable questions
Principle 2
Learn from the people you’re trying to help
Principle 3
Plan strategically
Principle 4
Collect less but better data
Principle 5
Analyze with skepticism
Principle 6
Report briefly and vibrantly
Part 2
The Study
Walking through the main phases of a study to help you avoid pitfalls, collect less but better data, and deliver findings that resonate across your company.
Chapter 1
Finding good questions to study can be tough. In this chapter, we cover the places you can look and what you can do once you find them.
Chapter 2
Who you learn from can completely change your results. In this chapter, we understand why people participate in research and how you can select helpful participants.
Chapter 3
Study Design
How you plan a study can set you up for success or failure. In this chapter, we cover the various approaches you can use in your qualitative, quantitative or mixed methods research.
Chapter 4
Data Collection
It can be easy to want to use as many methods as possible. In this chapter, we focus on the three methods that can be used in 90% of all research situations.
Chapter 5
Data Analysis
Without structure, your data analysis can become a source of confirmation bias. In this chapter, we walk through the foundations of qualitative and quantitative data analysis.
Chapter 6
Research reports can be overly complex or lengthy. In this chapter, we cover how to build reports that resonate and drive action.
Part 3
The Appendix
Guides, resources and terms for easy access.
25+ ready-to-use guides, such as:
Conducting a stakeholder interview
Analyzing qualitative data
Choosing a research method
Storyboarding a report
Writing a recruitment screener
Multiple handy references, such as:
Useful statistical tests
Common Likert responses
Helpful workshop exercises
Qualitative coding strategies
Behavioral economics heuristics
This book is for:
Current UX Researchers
If you’re already a researcher, this book will take you to the next level of mastering your craft and becoming a research leader at your company.
UX Designers
Designers are now expected to conduct research so this book meets you where you are and guides you through the rigor of good research.
Product Managers
Working better with the research and design team ensures that you can move faster together.
This book is NOT for:
People looking to break into the UX industry
If you're looking to enter the UX field, this book is NOT for you.

This book is targeted at professionals already in the UX (and adjacent fields).
UX professionals at Big Tech Companies
If you work at a Big Tech company (you know the ones), this book is NOT for you.

This book is for those without dedicated resources for UX teams.
Professionals with a strong academic background
If you have a Ph.D. in a related people-centered research discipline, this book is NOT for you.

The ideas covered might be too basic for you to find meaningful.
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