Focus Group Image by Jason Goodman

FOCUS GROUPS

Creative 

Explorative

Broad overview

Views & opinions

Trends

Ethnography - People gathering around campfire - Image by Tegan Mierle

ethnography

Full context understanding

Real-life insights

Longer-term

Robust

Sensitive

Interview Image by Christina

INTERVIEWS

In-depth understanding

Personal experiences

Uncoloured opinion

Detailed feedback

Nuance

UX Research Interview - Image by Headway

User INTERVIEWS

Observations

User interactions

Scenario based & free exploration

User feedback

Experience optimisation

Street Scene - Real World Observations

OBSERVATIONS

Observed behaviour

Discovering the how & why

In the moment

In context

Relevant

Design Workshop Image by Amélie Mourichon

other

Creative sessions

Design sprints

Diaries

Self-observation

Communities

method agnostic

I don't believe in advocating any one research method. The point is to work out what methods are best suited for the project at hand. To find the synergy between research and the process to achieve your goals. Everything else will fall into place from there.