Prioritizing the research process starts with deciding what to look at. You might have a list of research ideas that include finding out:
- Why users make certain choices or take certain actions
- Which pricing and packaging performs best
- How to drive upgrades and increase retention
- Why users behave a certain way on your website
- Who your different users are
All of these are worthy endeavors, but you can’t do them all at once—you need to rank their importance and tackle one at a time.
It can be tempting to only focus on the big roadmap items, but spending too much time on long-view projects puts you at risk of missing out on ways to help your customers right now. On the flipside, tackling a lot of small goals and changes could make the user experience (UX) feel scattered.
The solution? Fill your schedule with mostly intermediate goals that balance catering to the company’s current strategy and user’s needs today.
If you’re still stumped over which project deserves your attention, try running a cost of delay analysis, which considers how much potential revenue you lose by waiting. This comparison between timelines and impact can help you identify which projects have the most potential payoff.
No matter which user research topic you pursue, simplify the question you hope the research will answer.