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What is your favorite research method? Under what circumstances do you feel it's best applied? What are the pros and cons of using this methodology?

UX Researcher

Shopify

Meta

Amazon

Microsoft

Stitch Fix

Unity Technologies

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Answers

Expert Answer

Anonymous

4.3Exceptional
"My favorite research method is A/B testing, especially when evaluating specific features or design elements in a product to understand their impact on user behavior. A/B testing is ideal when we want to determine the effectiveness of a change by directly comparing two or more versions of an experience. It’s best applied when we have a clear hypothesis, measurable outcomes, and a large enough sample to achieve statistical significance.
Pros: One major advantage of A/B testing is that it provides clear, actionable insights by isolating variables. This helps determine causation rather than just correlation, which is valuable for making confident, data-backed decisions. Additionally, A/B testing is highly iterative, allowing teams to continuously optimize features based on real user feedback in real-time environments.
Cons: However, A/B testing does have limitations. It requires a significant user base to achieve statistical significance, which may not be feasible for niche products or low-traffic features. Also, it can be narrow in scope—testing one variable at a time often doesn’t capture the complexity of user experiences where multiple factors interact. Finally, if not designed carefully, A/B tests can introduce biases or fail to account for confounding variables, leading to misleading results.

Anonymous

4Strong
My favourite research method is user interviews. The circumstance it would be best applied in is the discovery phase of a product. When you are trying to gain as much insight into the users and the context of where and how they would use the product. The pros of using this methodology, is since it is generative in nature, you gain a lot of rich data on the users and the context of the product use. This research method can be unstructured giving the interviewer complete freedom on how the interview is shaped or semi structured, giving the interviewer more control in the questions asked and the insights discovered. A con of using this methodology is that since it is generative in nature, unless the interviewer is focused, the interview can get away from them, leading to an information dump from the user. This could lead to waste of time and a lot of unrelevant data.
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Interview question asked to UX Researchers interviewing at Quantcast, Stitch Fix, Amazon and others: What is your favorite research method? Under what circumstances do you feel it's best applied? What are the pros and cons of using this methodology?.