Evaluative vs Generative

The right tool
for the job

When designing a user research strategy, it’s essential to understand the difference between generative and expansive research and how each is well-suited to address very different research objectives. So, let’s look at exactly when each should be used.

But first… what is the difference between generative and exploratory research?

Generative Research:
Planting the Seeds

It sets the foundation for a healthy, thriving tree, such as planting seeds and nurturing roots.

Purpose:

Generative research identifies unmet user needs and opportunities, providing the groundwork for strategic direction.

When to Use:

• At the beginning of a product or feature lifecycle.

• Exploring new areas or uncharted opportunities.

• Uncovering user pain points and motivations to guide growth.

Methods:

• User Interviews: Uncover the “nutrients” of user behavior — motivations, frustrations, and needs.

• Field Studies: Observe users in their “natural habitats” to reveal hidden patterns and preferences.

• Diary Studies: Track growth over time by asking users to log their experiences, spotting consistent challenges or opportunities.

  
  

Expansive Research:
Growing and Pruning the Canopy

It prunes and shapes the tree’s branches to optimize growth and maintain balance.

Purpose:

Expansive research refines ideas and explores new growth areas, ensuring they align with user needs and market trends.

When to Use:

• Broadening focus to discover emerging trends or untapped markets.

• Strategizing for future growth and long-term innovation.

• Refining existing products to resonate more deeply with users.

Methods:

• Trend Analysis: Spot the sunlight — anticipate industry trends to guide branches toward new opportunities.

• Scenario Planning: Imagine how your tree might grow in different climates, adapting strategies to future conditions.

• Cultural Probes: Capture the environment’s impact on growth, documenting offline cultural and social influences.

• Longitudinal Studies: Monitor your tree over seasons, tracking how user needs and behaviors evolve.

  
  

Common Pitfalls:
Weeds, Overgrowth, and the dreaded mealy bug!

1. Lack of Focus: Generative research can scatter many seeds without clear goals. Define a problem statement to guide planting.

2. Bias in Interpretation: Avoid “overwatering” your assumptions. Involving diverse perspectives ensures objective evaluation. These can quickly become the “mealy bugs” of research—they are pesky!

3. Overwhelming Data: Large datasets can lead to overgrowth. Use AI to “prune” insights, cluster patterns, and highlight key themes.

4. Prioritization Challenges: Not all branches bear fruit. Apply prioritization tools like the Eisenhower Method to focus on high-impact insights.

5. Stakeholder Buy-In: Some stakeholders may only see the current harvest. Show how your research supports short-term and long-term yields.

6. Balancing Feasibility and Creativity: Wild ideas are like saplings — they need support to grow. Involve engineering early to ensure practicality and innovation coexist.