With a master's degree in psychology and many years of experience as a User Researcher, Nikki Anderson moved in 2018 from New York to Berlin. She works currently as User Research Lead at Zalando as well as her own startup the user research academy.  

Nikki shares the basics of qualitative user research to be able to get started with it in a fast and effective fashion. Next to that, she talks about when a company should start doing user research and at which point it's worth thinking of hiring a researcher. 

 
Table of content

• 0:30 - Intro Nikki Anderson
• 2:46 - Researching the perfect croissant
• 6:55 - The basics of qualitative research
• 14:10 - Choosing the right segments to research
• 15:55 - Kicking off a research project
• 23:00 - The TEDW framework for user interviews
• 29:00 - Validating qualitative interview data
• 35:25 - Hypothesis-driven research (how might we statements)
• 37:35 - Evaluative research vs. generative research
• 41:55 - Parallelizing market research & user research
• 44:30 - When to start doing and hiring for research as a company
• 51:25 - Nikki’s key takeaways about getting started with research
• 54:00 - Debrief Christian & Alex

Connect with Nikki:

• Website: https://www.userresearchacademy.com/
• Linkedin: @Nikkianderson-ux
• Twitter: @productherapist

Link to Nikki's research template: 

• https://docs.google.com/document/d/19_2S5c-LWhwEk86oMxemgwsYHcm6CG_rwut5TLz0byY/edit

 
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