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UX Research Methodology · 8 métodos B2B mid-market
UX Research Methodology · 8 métodos canónicos (user interviews, usability testing, surveys, card sorting, tree testing, A/B test, heatmaps, ethnographic) + cuándo usar B2B + sample size + tools.
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En síntesis
UX Research Methodology · 8 métodos B2B mid-market
UX Research Methodology · 8 métodos canónicos (user interviews, usability testing, surveys, card sorting, tree testing, A/B test, heatmaps, ethnographic) + cuándo usar B2B + sample size + tools.
El UX Research es la disciplina sistemática de generar insights sobre users + behaviors usando 8 métodos canónicos. Foundational CRO + product development. B2B mid-market UX research-backed +15-35% pipeline cualificado anual vs UX opinión.
El contexto
8 métodos canónicos UX research
- User interviews · 1-on-1 conversations 45-60min. Qualitative deep insights.
- Usability testing · moderated o unmoderated tasks observation. Lookback / UserTesting / Maze.
- Surveys · quantitative aggregate Typeform / Refiner. Sample >100.
- Card sorting · information architecture testing. Optimal Workshop / Maze.
- Tree testing · navigation IA validation. Treejack.
- A/B testing · quantitative outcome test. Optimizely / VWO / Convert.
- Heatmaps + session recordings · Hotjar / FullStory / Microsoft Clarity.
- Ethnographic research · contextual observation user environment.
Lo que aplica
Qualitative vs Quantitative
- Qualitative · WHY behavior · interviews + ethnographic + moderated usability. Small sample 5-15.
- Quantitative · WHAT behavior · surveys + A/B test + heatmaps. Large sample 100+.
- Mixed methods recommended · qualitative discovers hypothesis, quantitative validates impact.
Cómo lo resolvemos
Sample size guidance B2B
- User interviews · 5-15 (Jakob Nielsen: 5 reveals 85% issues).
- Usability testing · 5-10 moderated + 30-50 unmoderated.
- Surveys · 100-500 responses statistical significance.
- Card sorting · 15-30 participants.
- A/B test · pre-calculated por effect size + baseline conversion + power 0.8.
En la práctica
Stack tools UX Research B2B
- User interviews · Lookback + Zoom + Notion takeaways.
- Usability testing · UserTesting / Maze / Lookback.
- Surveys · Typeform / Refiner / Hotjar Surveys.
- Card sorting + tree testing · Optimal Workshop.
- A/B testing · Optimizely / VWO / Convert / Google Optimize (deprecated).
- Heatmaps · Hotjar / FullStory / Microsoft Clarity (free).
- Synthesis · Dovetail / Reduct / Notion.
Sectores donde aplica
Cuándo usar cada método
- Discovery phase · user interviews + ethnographic + surveys.
- Design phase · card sorting + tree testing + usability testing.
- Validation phase · A/B testing + heatmaps + analytics.
- Optimization ongoing · A/B testing + session recordings + surveys on-site.
Lo que ganas
Errores frecuentes UX Research
- Solo qualitative o solo quantitative. Mixed methods mandatory.
- Sample bias. Recruit power users only ignora long-tail.
- Leading questions. «¿Te gusta esta feature?» vs neutral observation.
- Research sin actionable output. Insights document sin priorización = ignored.
- Synthesis individual sin team. Group synthesis genera más insights.
- Sin tracking changes post-research. Impact validation requires before/after.
Inversión
Términos relacionados
- CRO — UX research foundational CRO.
- Wireframes UX — output design phase.
- Sistema de diseño — UX research informs design system.
- CRO — A/B testing foundational.
- Buyer Persona — research-based personas.
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