Market research is the practice of gathering insights into customer preferences, buying behavior, and competitive landscape. In UX (user experience) design, researchers apply it to guide design strategy by revealing who a product or service’s users are, what they value, and how the market frames their expectations for user-centered experiences that will sell well.
Discover valuable points about market research’s bearing on UX design in this video about market orientation, with William Hudson: User Experience Strategist and Founder of Syntagm Ltd.
As with other industries and the business world in general, market research helps UX teams get an early understanding of real market demands, so they can tailor design solutions that will do well commercially. Market research anchors design teams in real-world concerns such as the viability of a proposed product and the “shifting sands” of trends and tastes.
Imagine the danger a brand with a “great idea” would run into if its designers started working on a product that seemed to solve one or two problems wonderfully well. They might even refine these solutions into mobile apps based on the positive findings from testing with some users. However, what if the users who tested the product performed well with what they had to work with—but were too polite to mention they couldn’t see the point in the overall idea? The product might do everything the creators intended it to, but do nothing for any substantial numbers of people to care about.
Fortunately, a whole discipline exists to prevent such wonderfully useless disasters from flopping in the marketplace and dragging down brands with them. More specifically, effective market research reveals answers to three “big ticket” questions for designers to build upon:
Who are the potential customers?
What problems do they face?
How do competitors serve—or fail to serve—those needs?
When market researchers can provide clear answers to these, they’ll give context that can help propel UX efforts to go beyond usability and into the realms of strategic fit and adoption. Market research complements UX research in that it surfaces how many people care about the problem and why they might buy a solution—and expands the sphere of UX design into that of CX (customer experience) design in the process. From there, brands can bolster the return on investment (ROI) of their design efforts and prove a clear understanding of the people they propose to serve.
Explore how to improve customer experiences and drive better ROI for your brand, in this video with Frank Spillers: Service Designer, Founder and CEO of Experience Dynamics.
Rare professionals can master both areas. Together, the two departments help guide designs that resonate and deliver measurable results when the product hits the marketplace. Early in any UX strategy, it’s important to distinguish these principally in terms of their focus and intent:
Market research is about exploring the broader landscape a brand might launch a product or service into—including market size, trends, competitive offers, willingness to pay, and segmentation. It helps answer: “Is there a market for the product and how do we position it?” and market researchers often handle broad strategy, pricing, and segmentation. It’s a kind of driving force that informs features, messaging, and business models.
User research, or UX research, then fine-tunes the interaction, clarity, and usability for target audiences. It’s is about investigating how users interact with a product or prototype—identifying pain points, usability issues, and journey barriers. It answers: “Can users use this easily, enjoy a seamless experience in their user contexts, and do they find it valuable?”
Explore how user research can help you guide designs that resonate with real users, in this video with William Hudson.
Market and user research may share tools—such as surveys, interviews, focus groups, and analytics—but they apply them to different contexts and with different aims. Market research measures demand and market structure; UX research observes interaction and task success.
Another significant difference arises regarding when brands use market research and when they use user research. The time for market research comes before product development or major updates to validate opportunity, segment markets, and test concepts. UX research, meanwhile, runs throughout the design process: discovery, testing prototypes, refining flows—even post-launch. It’s not to say that market research is done and then can “vanish” early on; instead it guides the brand’s efforts and then keeps an eye on the market realities to ensure their offering stays valuable to the target audience.
Find out how continuous discovery helps teams stay on top of important design matters so they can create products that are more likely to succeed, in this video with Teresa Torres: Product Discovery Coach at Product Talk, speaker, and author of Continuous Discovery Habits.
A UX market researcher can take several “forms,” as for many brands market research may involve:
Marketing teams, who gather brand perception, messaging, and buyer intent data—typically found in larger brands.
Dedicated market researchers who specialize in demand analysis, segmentation, pricing, and trend analysis.
Product managers, who commission or interpret market studies to help make roadmap decisions.
UX researchers or designers, especially in smaller teams or startups, who run lean UX studies to validate market interest, test messaging, or benchmark competitors.
Larger companies keep roles separate. Startups or lean UX teams typically have design or product leads who run both UX and market research in an integrated way, often with the intent to produce a Minimum Viable Product (MVP) that can reach target users and enjoy success more quickly than more traditional design approaches.
Explore how Lean UX design helps teams ship products faster, particularly as MVPs, in this video with Laura Klein: Product Management Expert, Principal at Users Know, Author of Build Better Products and UX for Lean Startups.
You can follow these suggested steps to weave effective market research into your UX design process. Note how market research specialists—or UX team members who conduct market research—help shape the design of the product from the earliest points in the design journey and work alongside other team members.
Business stakeholders will have business goals which marketers will need to be sure about before starting market research for the brand. Clarify the business goals: market viability, pricing thresholds, competitor gaps, value messaging—these questions shape method selection and ensure actionable outcomes. When you’re clear on what you need to learn and how it ties to business strategy, you reduce the risk that research will become scattered or produce data no one uses.
For example, for a startup that is building a budgeting app, market researching means asking:
“Do we target college students, young professionals, or families?”
“What price range feels acceptable for a premium version?”
“Are users more motivated by saving for big goals (like vacations) or cutting everyday costs?”
They’re questions that frame what research to run (pricing surveys, focus groups with students versus families) and make sure the findings lead to real decisions—such as which segment to design for first, how to position the value proposition, and which features make the minimum viable product.
A mixed methods approach is when designers use quantitative research and qualitative research together. Quantitative research—with methods like surveys, web analytics, and conjoint pricing studies—is typically numeric. It shows the “what,” such as how many people care about an idea or which preferences dominate. Qualitative research—with methods like semi-structured interviews, diary studies, and focus groups—explains the “why” behind those numbers.
For example, in our budgeting app, a marketing team might:
Run a quantitative survey of 1,000 people to find out what percentage track expenses with spreadsheets, apps, or not at all.
Follow up with qualitative interviews with 12 college students and 12 young professionals to dig deeper and understand why they stick with spreadsheets or don’t bother with budgeting apps.
By pairing methods, they not only learn how many users prefer each option but also why they feel that way—insight that directly informs which features to build, and how to design them.
When you combine quantitative methods to measure interest, pricing sensitivity, and market share with qualitative methods to explore motivations, perception, and unmet needs, you can lift the lid on what potential customers would want from a design.
Discover how quantitative UX research and qualitative UX research differ, and how to get them working for you, in this video with William Hudson.
Now, it’s wise to study competitors’ UX, pricing, and positioning and look for gaps or unmet needs you can address. Combine what you find with secondary data on trends, growth forecasts, or adjacent markets. Be careful to analyze emerging trends in particular so your brand doesn’t end up building for a market that’s already moving on somewhere else.
For example, our budgeting-app team maps out five top competitor apps and discovers:
Only two provide clear “goal tracking” visuals.
Most bury cancellation policies and fee structures in small print.
Reviews show frequent complaints about confusing export features.
They also track broader fintech trends—like rising demand for simple “roundup” savings tools—and notice a gap: maybe no competitor out there combines such clear fee transparency and automated saving. From their analysis, the marketers can tell the design team where they can differentiate: build simple goal-tracking, emphasize fee clarity, and explore a roundup savings option no one else is offering.
Get a greater grasp of helpful forms of research which can inform more successful design solutions, in this video with Laura Klein.
Use demographic, behavioral, and attitudinal criteria to home in on who’s going to use—and be delighted with—a prospective product or service.
In our example, from earlier research, the budgeting-app team might notice three distinct groups who would benefit from the product:
College students who need a free, simple way to avoid overdrafts.
Young professionals who want automated savings features.
Families who care about tracking shared expenses.
Instead of grabbing a “general user sample,” they can recruit test participants from each segment—and make sure that UX feedback reflects all the primary users. This segmentation also helps design decisions to match real needs, not assumptions.
Use quantitative methods and qualitative methods. Quantitative ones involve statistical analysis, visual dashboards, and segmentation. Qualitative work requires thematic coding to uncover pain points, motivations, and unmet needs.
For example, our budgeting-app team collects 1,000 survey responses and runs statistical analysis to see which features are “must-haves” for each segment. Meanwhile, from interviews, they code recurring themes like “fear of overdraft” and “confusion over fees.” When they combine both data types, they find it reveals not just which features users want but the emotional drivers behind those preferences as well.
It’s time to convert insights into personas (fictitious representations of real users), value priorities, and feature relevance. Use these to inform information architecture, messaging, and UI flows.
In our example, analysis shows that students value fee alerts and overdraft prevention, while families typically need multi-account tracking. The team translates these insights into personas and feature priorities: Sarah, the student saver, gets clear fee alerts in the onboarding flow, while Eduardo, the family organizer, gets to enjoy an easy dashboard for shared accounts.
Explore how personas are more than an exciting “tool,” and that design without them falls short, in this video with William Hudson.
Once the team have personas to work with, they can “plug” them into the design process to guide research and design and test assumptions. Moving forward, they can create concept-driven prototypes based on validated needs and messaging, and so use research insights to shape layout, content, and navigation.
Use conversion funnels, retention metrics, and ongoing segmentation to keep UX aligned with the market. Ongoing segmentation means you regularly re-evaluate and update the way you divide your user base into meaningful groups based on their behaviors, needs, or attitudes. For instance, segmentation might start with large categories—like “college students,” “young professionals,” and “families”—but, over time, user behavior changes (e.g., new features, pricing models, or broader market shifts), and so the original segments might no longer reflect reality.
Run market and UX research in parallel to align insights from both perspectives. In small teams, it’s vital to keep a finger on the market research “pulse” especially to ensure a digital product or other brand release really has a market to go to after it launches.
Link research to design decisions—for example, test variations of onboarding language or pricing messages.
Blend methods for scale and nuance—quantitative shows prevalence, qualitative explains motivation; the “what” and the “why” must work in tandem to reflect market realities.
Beware of bias. Avoid hypothetical bias; ask about real user behavior, not imagined scenarios. Also, be sure to mitigate bias—which can creep into even the most mindful and vigilant teams. So, keep language neutral, randomize questions, and diversify recruitment.
Engage cross-functional teams early—include UX, product, and marketing from the planning stage.
Watch how cross-functional teams work together to make better products, in this video with Laura Klein.
Stay lean and frequent—run smaller studies regularly rather than a huge one-off; it will save your brand from rude awakenings that can cost serious amounts of time, effort, and—indeed—money.
Visualize insights—create dashboards, storyboards, or infographics instead of spreadsheets.
Explore how storytelling communicates more value more effectively, in this video with Laura Klein.
Track key metrics over time—monitor conversion, satisfaction, and retention to validate UX impact and find how much of a difference your team is making.
Revisit segmentation and messaging frequently—market conditions evolve from year to year, for example, so be sure to watch the unfolding realities in the relevant industry and user needs at least on an annual basis.
Prioritize features by user value and market demand, not internal wish lists.
Use analytics to validate real behaviors and pain points.
Appreciate what analytics can do for your product and why, in this video with William Hudson.
Author: Stewart Cheifet. Appearance time: 0:22 - 0:24. Copyright license and terms: CC / Fair Use. Modified: Yes. Link: https://archive.org/details/CC1218greatestgames
Beware of some potentially tricky areas that may arise when applying research into markets for UX design; here are principal pitfalls.
Don’t Confuse Market and UX research
This one can be a particular hazard for smaller teams, and conflating the two research spheres causes misaligned insights. Market research should drive opportunity and positioning; UX research should optimize usability and flows.
Don’t Over-Rely on Self-Reported Data
People, being human, often misremember or misstate behavior, so always pair what they tell you from, for example, diary studies with analytics or validation testing.
Watch Sampling Bias
Avoid convenience sampling—instead, strive for representative groups across segments.
Beware of Data Silos
When marketing, product, and UX teams operate independently, insights fragment, which is why collaborative workflows improve coherence and are vital.
Don’t Ignore Culture or Diversity
If you serve diverse groups or international user bases, segment your data and design inclusively.
Consider how to appeal to and tailor designs for different cultures, in this video with Alan Dix.
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Frozen Data
Market insights perish fast—especially in a “milieu” as fast-moving and technology-oriented as digital solutions. In such “speedy” markets, refresh research annually.
Action Gap
Remember, research is only useful if it leads to decisions. Every stage must tie into actionable, prioritized next steps, so be sure to gear what to do around what you have found out works best.
Overall, market research sits at the intersection of business strategy and startup execution, waiting to spring into action and tell brands who the customers are, why they care, and what they value. UX research then fills in how to deliver that value effectively through the interface. The two are like “legs,” while the “hands” design the product, and so the brand can bring the right item to the right group in the marketplace.
When brands have teams that combine both market and user research, they can achieve stronger product-market fit, deliver more user-centered design, and drive business outcomes far more successfully—from conversion and retention to user satisfaction. When it’s “alive and well” and working iteratively and aligned across functions, market research becomes the engine behind meaningful, usable, and profitable experiences. It can feel out commercial pressures, business opportunities, and other marketplace realities which brands might otherwise miss, mis-launch their products into, or run afoul of in other ways.
Access a wealth of essential insights into how to land products on-target in our course Get Your Product Used: Adoption and Appropriation.
Grab a greater grasp of market research from the start-up side in our article 4 Steps for Performing Effective Market Research for Start-ups.
Peak at a powerful model and leverage a great source of help in marketing in our article Porter’s 5 Forces Model - Design in Context, Understand the Market.
Tap a fund of useful information in the NN/g article UX & Marketing: Balancing Business Goals and Supporting Users.
Pick up more insights in UX Studio’s Market Research vs UX Research: Key Differences & When to Use Each.
Market research examines the overall industry landscape, trends, and audience segments; meanwhile, user research digs into specific user needs, behaviors, and pain points. Market research helps you understand the “what” and “where”—matters like market size, competitors, and demographics—while user research uncovers more about the “what” (about the users, their problems, and their needs) and the “why” behind user actions.
For example, a market study might show that mobile banking is growing fast and which areas are doing well, but user research will reveal why people still hesitate to use certain features. Designers who blend both approaches—as in, use the insights from both sides of the equation—can create products that fit market opportunities and resonate with real users.
Explore some handy approaches to boost your UX research in our article 7 Great, Tried and Tested UX Research Techniques.
UX designers should understand four key market research methods: surveys, interviews, focus groups, and competitive analysis. Surveys help gather broad, quantitative data about user preferences. Interviews and focus groups provide qualitative insights and uncover motivations and emotional drivers. Competitive analysis benchmarks competitor products, which helps designers spot gaps or opportunities.
Moreover, secondary research—like industry reports and trend analyses—offers valuable context without designers needing to start from scratch. When designers know these methods, they can make evidence-backed decisions and ensure their products align with market demands.
Discover how to discover essential insights about rival brands in our article Why You Should Analyze Your Competition to Design Better Solutions and How to Do It.
Market research should come early, ideally during the discovery phase of a UX project. A brand that understands the market before designing ensures it can solve the right problem for the right audience. It is useful before product pivots or major redesigns, too, as it helps validate assumptions. For example, market researching of trends before building a fintech app might reveal growing demand for budgeting tools. Timing is important, as conducting research too late often leads to wasted resources or solutions that miss the market entirely. Early insights keep design focused, relevant, and competitive—excellent safeguards against costly rude awakenings after a brand has committed to costly deliverables and missteps.
Find out what assumptions can do to designs and how to manage them.
To begin to define your target market, try segmenting by demographics (age, income), psychographics (values, interests), and behavior (usage patterns). Then, validate these segments with real data from surveys, industry reports, or analytics. For instance, a fitness app might target “busy professionals aged 25–40 who value quick workouts.” This clarity helps ensure that designs can speak to the right users and meet their expectations—or, ideally, exceed them.
Use tools like personas and market maps to visualize your audience and their context, so your product feels tailored, not generic.
Pick up some helpful insights from the B2C (business-to-consumers) model.
Especially in startups, designers might sometimes find themselves involved in marketing efforts. Affordable market research starts with free and low-cost resources. Use good tools, including social media listening tools, to spot user interests. Tap into public industry reports or academic studies for credible data. Conduct lightweight surveys with tools and analyze app store reviews for candid user feedback.
Another helpful strategy is to join online communities or niche forums, as these can provide real-world perspectives without big budgets. Such approaches give UX designers meaningful market insights without “breaking the bank.”
Grab some powerful insights in our article Using Social Media for Better UX Design.
Market research and user research complement each other when researchers synthesize them strategically. To begin, map market trends and competitor benchmarks, then overlay user research data like interviews or usability tests. This creates a “big picture” view—market research can show you opportunities, while user research reveals how real users experience them.
For example, market data might suggest demand for meal-planning apps; however, user interviews can uncover frustration with recipe complexity. Combining both ensures designs align with market potential while addressing user needs.
Explore a wealth of helpful insights about marketing and UX design in our article How to Change Your Career from Marketing to UX Design.
Market research can help you spot both direct and indirect competitors. To begin, scan industry reports, app stores, and review sites to build a competitor list. Then, benchmark the UX (user experience) by analyzing competitor user flows, onboarding, and feature sets.
Look for strengths to learn from and weaknesses you can improve on. Pick effective tools so you can make deeper comparisons. When you understand your competitive landscape, you will help empower your brand to ensure the product does not just blend in—it stands out with a clear, user-friendly edge.
Find a treasure trove on insights in our article Understanding Your Business To Get Your UX Strategy Right.
For sure, you do not need advanced analytics skills to interpret market research effectively. To start, organize raw data into themes—group survey responses, summarize interviews, or chart key stats. Look for patterns such as rising user needs, gaps in competitor offerings, or emerging trends.
Basic spreadsheet tools can help visualize findings with simple charts or pivot tables, although storytelling approaches can be effective to communicate findings to other team members. The goal is not to crunch every number but to turn data into actionable insights you can translate into concrete design decisions and strategies that will take your product in the right direction.
Speaking of strategy and important points about products and the teams behind them, enjoy our Master Class Survival Metrics: Getting Change Done in an Agile and Data-Informed Way with Adam Thomas, Product Management Expert and Technologist.
Ethics in market research means respecting participant privacy, avoiding manipulation, and presenting findings honestly. Always gain informed consent before collecting data and anonymize personal details. Do not use “dark patterns” to nudge participants toward certain answers. Misrepresenting research results—even unintentionally—can harm trust and misguide design choices, so be careful. For instance, skewing competitor analysis to fit a narrative undermines credibility.
Ethical research safeguards user trust and ensures your work reflects genuine insights, not biased or harmful practices that might lead a design team astray and deliver a product that can cause harm, controversy, and problems for the brand behind it.
Discover helpful points that can apply to market research as well in our article Conducting Ethical User Research.
Startups often run lean, scrappy research with a focus on speed and affordability. They typically rely heavily on free tools, quick surveys, and founder-driven interviews to validate ideas fast. Large companies invest in comprehensive studies, hire specialized teams, and use expensive analytics platforms.
It is not to say that startups tend to be reckless; they prioritize agility—and iterate based on early signals—while enterprises look for scale and long-term patterns. This nimbleness helps startups pivot quickly; however, there is a potential “price” in that they risk missing deeper insights if they skip thorough validation.
Find a wealth of valuable insights about a powerfully pertinent subject in our article What the Numbers Missed: 4 Times Personas Could Have Saved Millions.
Many people believe market research is only for marketers, not UX designers, when in reality, it helps designers align their work with real demand. Another misconception is that market research must be expensive and complex; in truth, many valuable methods are low-cost or free.
Some people assume market research replaces user research—it does not, and valuable “tools” such as user personas are in the hands of user researchers. Market research shows trends and opportunities, but user research reveals how users feel and behave. Both are essential for informed, effective design decisions—like two sides of a coin that is preferably “gold.”
Want to know more about personas and how to use them effectively? Personas and User Research: Design Products and Services People Need and Want will show you how to gather meaningful user insights, avoid bias, and build research-backed personas that help you design intuitive, relevant products. You will walk away with practical skills and a certificate that demonstrates your expertise in user research and persona creation.
A common mistake is starting too late, after design decisions are locked in place. Others end up relying solely on secondary research without validating findings, which leads to skewed assumptions and potentially derailed designs. Another one finds designers sometimes collecting too much unfocused data and then struggling to extract insights. Ignoring competitors or misreading their UX benchmarks can hurt strategy, too.
To avoid these pitfalls, it is vital to start research early, focus on relevant questions, and synthesize findings into actionable insights that guide design choices—not overwhelm them with morasses of “senseless” data.
Keep on the right side of research and other activities with helpful tips from our article 4 UX Indicators That Your Project is Going To Fail.
Fonseca, J. R. S. (2011). Why does segmentation matter? Identifying market segments through a mixed methodology. In D. Morschett, T. Foscht, T. Rudolph, H. Schnedlitz, & B. Swoboda (Eds.), European retail research (Vol. 25, pp. 1–25). Gabler Verlag.
This book chapter in European Retail Research (Vol. 25) presents a mixed‑methods approach to market segmentation that combines latent class modeling (quantitative) with qualitative research to develop more nuanced and actionable consumer segments. Fonseca explains how criteria like AIC3 and AICu guide model selection, and demonstrates why using both data types yields deeper insights than relying solely on one method. The chapter is important because it provides a methodologically rigorous roadmap for segmenting markets—helping businesses and designers better identify, target, and serve distinct customer groups.
Mora, M. (2021, July 19). How to leverage UX and market research to understand your customers. Relevant Insights. Retrieved from https://www.relevantinsights.com/articles/how-to-leverage-ux-and-market-research-to-understand-your-customers/
This practitioner article on Relevant Insights summarizes a June 2021 webinar hosted by the UX Research & Strategy Group. Michaela Mora explains the differences and overlaps between market research and UX research, noting that market research addresses acquisition, retention, and competitive positioning, while UX research focuses on product usability and experience. Mora argues for integrating both approaches to map the entire customer journey—from awareness to loyalty—so companies can align design efforts with market realities. This resource is important because it offers practical guidance for combining two research disciplines to produce more holistic, business‑relevant insights.
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