User Research

User research is the foundation on which we’re built upon.

Our research framework will help you learn more, make better decisions, and move faster over a 12-month process; this is in large part to the user insights that we, with you, unearth from effective research and testing.

With over 30 different research practices we're experienced and qualified in, we're best placed to truly understand, not just your user behaviour, but their motivations and anxieties as well; in short, what makes them convert.

User research provides us with validation, inspiration and guidance for effective conversion optimisation.

No two optimisation research projects are alike, but they do all follow a similar framework. This framework is based within our continual and iterative COIE model of Configuration, Opportunities, Insights and Experiment.

All 4 areas provide us with a level of user understanding, particularly the latter, but it is the opportunities and insight waves of the model that user research drives.



Every project begins with an optimisation workshop with the relevant stakeholders.

We do what we do best as researchers with your stakeholders; we ask questions. No one knows your product better than you and by sitting down, adding focus and asking the right questions, we unearth out a wealth of information and identify knowledge gaps. We have a truly robust framework that has been iterated on over a number of years and digs deep into core user-based scenarios.

These knowledge gaps need to be filled in by waves of user research. This is where we start to identify the opportunities available within. By applying certain techniques, we can identify core problem areas, journeys and objectives for further quantification. This is done initially through:

  • Expert Review
  • General Remote User Testing
  • Becoming a patient

All these techniques allow us to identify immediate opportunities within your website’s journeys. Placed within a research sprint, we are then able to sit down and identify common themes, patterns and areas that require further data to quantify the severity of the opportunity.

This is where we set objectives within a large-scale project of an evolving google analytics audit. Applying data to the already identified qualitative research undertaken can quantify the areas of opportunity, allowing us to move towards deeper, insightful user research.

It is here where, knowing our core user journeys and our prioritised opportunities, we set out a thorough user research plan.



Within the insight phase of the COIE model, we are delving deeper into the opportunities we highlighted.

The process of this research is cyclical; quantitative and qualitative research working together to both identify, create and validate genuine user insight.

For us, the definition of an insight is:

An understanding of behaviour that is actionable, deep and driven by data

Consider the approach to understanding optimisation as a concept and, even more in-depth, user behaviour at both a generalist and individual level. It is a complex, evolutionary model. With varying user journeys from varying user personas, new competitors, market changes, seasonality – even day of the week or time of the day changes can mould insights over time, and therefore solution. Can we really generalise user behaviour into a series of insights?

It is for this reason that we identify core opportunities within the first research phase and delve into these to formulate user insights over a period of time. There can be tens, to hundreds, each evolving as you, your market and our research through experimentation evolves.


We are experienced and specialised in over 30 techniques to unearthing genuine insight which makes our experiments more effective. These include but are not limited to:

  • Moderated User Testing
  • Remote user testing*
  • Screen Recording Analysis
  • Form-based dropout evaluation
  • Expert Survey design
  • In-page poll design
  • Deep content mining
  • One-to-one user interviews

And many more techniques.

*we love this so much we even have our own software to allow us to do rapid, cheap remote user testing.