Qualitative User Research
Qualitative User Research is the capability of gathering insightful, non-numerical data about a user's experiences, behaviors, and perspectives. It involves conducting in-depth interviews, focus groups, or ethnographies to understand users' needs and motivations in a service design context. This capability drives effective, user-centered design solutions, underpinning a powerful UX design strategy and fostering meaningful user engagement.
Foundational
At a foundational level you are able to assist more experienced researchers by helping to prepare materials, take notes, or observe interviews and workshops. You understand the basics of gathering user insights and can recognize the value these bring to service and experience design. Your contribution supports the delivery of user-focused solutions.
Developing
At a developing level you are able to assist in planning and carrying out qualitative user research activities, such as interviews or observations, with guidance. You contribute to gathering and organizing user insights in a service design or UX project. Your work begins to inform design decisions, helping your team better understand user needs.
Proficient
At a proficient level you are able to plan and conduct a range of qualitative user research methods, such as interviews or field studies, to uncover deep user needs in complex service environments. You confidently analyze and share your findings with your design team to inform decisions. Your work leads to practical improvements in both user experience and service outcomes.
Advanced
At an advanced level you are confidently leading complex qualitative user research in service design or UX projects, selecting and tailoring methods to diverse contexts. You synthesise findings into clear, actionable insights that shape strategic decisions and design direction. Your work influences both immediate project outcomes and wider organizational practices.
Expert
At an expert level you are a trusted authority in qualitative user research, designing and leading complex studies that uncover deep insights into users’ needs and behaviors across multiple service touchpoints. You mentor teams and stakeholders in applying these insights to shape strategy, ensuring decisions consistently reflect the real-world experiences of users. Your work sets the benchmark for user-centered design in your organization.
