Primary Research
A primary researcher must have a firm grasp of the field, including the
ability to analyze data gathered directly from a "population of
interest" (site users, target audience, etc.). Since BIA is steeped in the
interactive world, the majority of our research is devoted to understanding who
is coming to a site, what they want at the site, how to make the site intuitive
and how easy it is to use the site.
Secondary Research
Those interested in secondary research will gather and analyze information
from existing (secondary) sources such as Forrester, Lexis-Nexis,
industry/association studies, etc. They also do competitive audits, trends
analysis, industry POVs, etc.
User Experience Planning (UXp)
Specific positions vary within the UXp field. Generally, candidates must
have a working knowledge of synthesizing upfront primary and secondary research
to create the blueprint for a site, starting with personas and scenario
development and/or creation of a user mental model that forms the site map and
subsequent wire frames and task flow paths. UXp personnel also are very
involved in formulating the overall strategy of the site so that it meets
business and user goals. Individuals may work collaboratively with research,
architect, and design teams to create and evaluate website and application
solutions that meet end user/customer needs in addition to client business
needs.