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Customer Research

85% of problems related to design and functional assumptions can be identified during tests on a group of only 5-7 people.

Dmitry Alexandrov — CEO, Homsters

IDEACTO executed the research and report promptly and with high standards, providing us with a sense of professionalism and efficiency.

The team responded quickly to questions and concerns.

dmitriy aleksandrov

What are the types of UX research?

in numbers

91% of users
will not share negative feedback about online experiences and will stop using the solution without a word

Types of research and when to use them

System Usability Scale survey

A questionnaire used to evaluate the overall usability of the user interface.

When? When examining the overall usability of a system, application, or user interface.

Effects: SUS survey results provide a reliable assessment of the overall usability of the product, enabling designers to identify areas for improvement and make specific design decisions to enhance interface quality and increase user satisfaction.

Net Promoter Score survey

A tool for assessing customer satisfaction by examining their willingness to recommend a product/service.

When? When you want to survey customers' opinions about a product, brand, or service to assess their level of loyalty and potential for recommendation.

Effects: The results of an NPS survey enable you to quickly and easily interpret customer loyalty and engagement, allowing you to identify areas for improvement and focus your efforts on building positive customer relationships. This, in turn, can increase customer retention and contribute to business growth.

Structured Interviews (IDI)

A research method in the form of a scenario-based interviews conducted in a 1:1 model with product users.

When? When we need to get detailed feedback from users.

Effects: In-depth interviews (IDI) allow us to understand a broader context of users, with particular emphasis on their needs, current ways of addressing them, problems, and expectations related to the research area.

User tests

Research conducted to evaluate the interaction between users and the product. It involves engaging real users to test, evaluate, and provide feedback on the functionality, usability, and overall quality of the product.

When? When we want to eliminate errors in the finished prototype/product that users may encounter.

Effects: Tests allow designers and developers to identify issues and make improvements to better meet user expectations and needs, as well as reduce project risks.

Survey research

Research projects can be conducted in person, over the phone, online, or using traditional paper forms, and their questions can be closed (e.g. with multiple-choice answers) or open-ended, depending on the research objective.

When? When we want to gather opinions from a representative group of respondents, enabling analysis of their beliefs, behaviors, and opinions on a specific topic, which aids in decision-making in the project.

Effects: Survey research involves obtaining data on respondents' opinions, preferences, and behaviors, making it possible to analyze and understand trends, market needs, or public opinion.

Dairy studies

A research method involving the systematic collection of information from respondents about their daily experiences, activities, feelings, and other events over a specified period, typically using dairy entries or specially designed forms.

When? When we want to obtain contextual information about the daily actions and reactions of the participants.

Effects: Diary studies encompass a better understanding of daily patterns and changes in respondents' behaviors, allowing for the identification of trends, conditions, and factors influencing their experiences. With this data, more precise decisions can be made, and more effective strategies can be developed in business, health, education, or other areas, taking into account the real, daily contexts and needs of the respondents.

Heatmap analysis

A method of visual presentation of data reflecting user behavior often combined with anonymous session recordings showing the behaviors of real users.

When? When we want to understand which areas are the most attractive, active, or problematic for product users.

Effects: Thorugh heatmap analysis, researchers, designers, and decision-makers can identify focus areas, detect non-obvious patterns, and plan actions according to observed trends. This leads to the improvement of business strategies, informed investment decisions, and enhanced products and services.

Card sorting

A research method used in information and service design, involving asking users to group content or functionality on cards, which helps understand how users organize and prioritize information.

When? When designing or improving the information structure in user interfaces to optimize navigation and content layout.

Effects: The benefits of card sorting include a better understanding of how users categorize content, enabling designers to optimize the information structure and product navigation. This leads to a more intuitive and satisfying user experience, resulting in better user understanding of the system and fewer navigation and information search issues.

Tree sorting (aka decision or concept tree)

A method of organizing information and hierarchizing content in a tree-like structure, with main categories positioned at the top and more detailed subcategories beneath them.

When? When we aim to enhance navigation and make it easier for users to find the desired content in hierarchical systems.

Effects: Tree sorting allows for a better understanding of information structure, facilitating user navigation through products, websites, or systems, resulting in increased usability, efficiency, and user satisfaction.

When is the best time to conduct UX research?

UX research is a very effective method for validating the functionality of a digital product based on real users.

It can be conducted both during the conceptualization phase, the design of a new solution, as well as the optimization of an existing one. These studies will help validate the new product concept and contribute to a better understanding of customer needs.

Here are some key moments in the product life cycle where research can be very helpful:

  • At the beginning of the project: UX research should start at the very beginning of the project, when the goals, scope and requirements are defined. This allows for a better understanding of users and their needs, and early consideration of these aspects in project planning.
  • When developing a new product or service: If you are planning to launch a new product or service, UX research can help you design the product according to user expectations and avoid potential problems before they arise.
  • During the iterative process: UX research should be conducted on an ongoing basis, especially in the iterative design process. You can test prototypes and iterate interfaces to gradually improve your product or service.
  • After changes or updates are made: If you're making significant changes or product updates, it's a good idea to do UX research to make sure the changes are positively received by users.
  • Before launching on the market: Before launching a product or service to market, it's a good idea to conduct UX research to make sure it's ready to use, intuitive, and meets customer expectations.
  • In response to user issues: If you receive complaints from users or notice problems in interacting with the product, UX research will help identify these problems and find solutions.
  • In order to be competitive in the market: UX research helps to understand what innovations and improvements can bring a competitive advantage in the market. If the competition improves its products, it is worth following them and adjusting your own offers.
  • When starting a new research project: If you are planning research on a new product or service, UX research at the initial stage helps determine what research questions are the most important to investigate and what research methods can be used.
  • When making changes in accordance with new trends and technologies: New trends and technologies can affect user expectations. UX research helps you adapt to these changes and stay competitive.
  • Cyclically to monitor usability: UX research should not be a one-time event. Cyclic studies allow you to monitor the usefulness of a product or service over time and adapt it to the changing needs of users.
UX research — why use IDEACTO?

With over fifteen years of experience in the Polish market, we have acquired extensive expertise in conducting UX research across various industries. So far, we have collaborated with renowned companies such as Agito, AVON, UNIQA, Warta, WSB Merito, Sizeer, Vobis, PWN, TUI, Edipresse, Home.pl, Orange, Żabka, and banks including Bank Pocztowy, Deutsche Bank, Getin Bank, Raiffeisen, PKO, and Nest Bank.

Three steps to success


Definition of project objectives and research problems


Development of research scenarios and their implementation


Provision of a comprehensive report on identified errors

What are the benefits of UX research?

Why invest in UX research?

The key benefits of user research are:

  • Improving usability and user satisfaction - UX research allows for a better understanding of user behaviors, needs, and expectations. This enables the design of products and services that are more intuitive, user-friendly, and satisfying.
  • Increasing loyalty and retention - positive user experiences lead to customer loyalty. Users who are satisfied with products or services are more likely to remain customers for a longer period.
  • Boosting conversion - enhancing UX can significantly increase conversion rates, resulting in a higher number of orders, subscribers, or other desired actions.
  • Reducing customer service costs - improving UX can reduce user errors, as well as customer inquiries and issues, thereby lowering customer service costs.
  • Protecting brand reputation - negative user experiences can harm a brand's reputation. Well-researched and thoughtful UX helps maintain a positive image and build customer trust.
  • Increased operational efficiency - improving UX can streamline internal and operational processes, leading to increased company efficiency.
  • Competitiveness - deep understanding of customer needs allows for differentiation from competitors. This can be crucial in acquiring and retaining customers.
  • Better market understanding - UX research provides valuable information about the market, competition, and trends, aiding in making better-informed business decisions.
  • Innovations and product development - UX research enables the identification of new opportunities and ideas for developing products or services.
  • Risk minimization - investments in UX research allow avoiding the costs and risks associated with design errors and improper decisions.

In summary, investing in UX research is worthwhile because it translates into user satisfaction, business growth, and the lasting success of products and services.

SUS surveys
IDI interviews
Survey research
Card sorting
NPS surveys
User testing
Dairy studies
Heatmap analysis
Tree sorting

(usability checklist)

In the course of the usability audit of pages, in addition to usability heuristics, we also use checklists. One of them is our publication Best Practices for Ecommerce containing more than 200 recommendations for the design of online stores.

a book cover

See what customers say about our work

a man's photo

“We recommend IDEACTO as a reliable and experienced partner”

The new website was met with positive internal and external feedback, which led to an increase in sales. Ideacto establishes clear and open communication channels to ensure an efficient workflow. The team is talented in a variety of service areas.

“They are passionate about design and optimization”

Ideacto's work was well received. The team ensures high quality work and honesty in charging for their services. Customers can expect an interdisciplinary team that will take care of the proper implementation of business requirements.

“We were pleased with their work every step of the way”

Thanks to IDEACTO's efforts, the client has seen a huge increase in leads, returning users and total users. The design is very impressive. Communication and strategy were very effective.

“What impressed me the most was how well they handled the in-house workshops”

The award-winning site saw a 46% increase in conversion rate, exceeding the expectations of the internal team. Ideacto is efficient and well organized, which ensures smooth operation. The team is creative and open to attention.

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What do you need UX research for?

UX research helps us understand how our users interact with a product or service, identify issues that may affect their experience, and tailor the design to meet their needs. Through UX research, we can provide a more satisfying and effective user experience.

What are the benefits of UX research?

The benefits of UX research include increased user satisfaction, greater customer loyalty, increased conversions, reduced support costs, competitiveness in the marketplace, avoidance of design errors, and much more.

What types of UX research are available?

There are many types of UX research, such as usability research, user testing, heuristic analysis, competitive research, behavioral research, and many others. The choice depends on the research objectives and project needs.

What costs are associated with conducting UX research?

UX research costs can vary and depend on the scope, scale, and type of research. Costs include salaries for researchers, research tools, user interviews, prototype testing, etc.

How long does UX research take?

The duration of UX research depends on the scope and complexity of the project. Simple research can take one or two weeks, while more elaborate projects can take several months.

What steps follow the completion of UX research?

After completing UX research, it's a good idea to prepare a report with the results, discuss recommendations, and start the process of implementing improvements.

What are the best practices in UX research?

Best practices include clear definition of research objectives, good representation of different user groups, systematic data collection and analysis, and an iterative design process.

Is it possible to conduct UX research on your own, or is it better to use a professional research company?

It depends on the company's resources and experience. Both in-house teams and professional research firms can provide valuable UX research. The choice depends on the needs of the project.