Guerrilla Research

# Guerrilla Research

Guerrilla Research is a method of conducting quick and informal user testing in low-cost, real-world environments.

Variations and Adaptations

Teams often adapt Guerrilla Research to fit their specific needs. Some may conduct it in public spaces like coffee shops or parks, while others might integrate it into events or workshops. The key is to gather insights with minimal resources and time. Variations can include using different formats, such as one-on-one interviews, short surveys, or observational studies. This flexibility allows teams to gather feedback rapidly and iterate on designs without extensive planning or investment.

Connection to Other UX Methods

Guerrilla Research connects to other user research methods, such as usability testing and contextual inquiry. While usability testing typically involves more structured environments and protocols, Guerrilla Research emphasizes spontaneity and accessibility. It complements traditional methods by providing quick insights that can inform further research or design decisions.

Practical Insights

Be Prepared: Have a clear set of questions or tasks ready to guide the session.

Engage with Participants: Approach potential users in a friendly manner to encourage participation.

Capture Feedback: Use simple tools, like mobile devices, to record insights on the spot.

Iterate Quickly: Use findings to make immediate improvements to the design or product.

Guerrilla Research is a method for quickly gathering user feedback in informal settings.

Identify target users who can provide relevant insights.

Prepare simple prototypes or concepts for testing.

Conduct user testing in public spaces or casual environments.

Observe user interactions and gather qualitative feedback.

Analyze findings to identify patterns and insights.

Iterate on design based on user feedback and observations.

Guerrilla Research provides a fast and cost-effective way to gather user feedback in real-world environments. This approach helps teams to quickly validate ideas, improve designs, and make informed decisions that enhance user experience.

Enables rapid feedback collection without extensive resources.

Increases alignment between user needs and design decisions.

Reduces the risk of costly design errors by identifying issues early.

Fosters a more iterative design process through continuous user input.

Improves usability by testing concepts in natural settings.

A product team is developing a new fitness app aimed at helping users track their workouts and nutrition. The designer notices that user engagement is low during the initial testing phase. To gather immediate feedback, the product manager suggests conducting Guerrilla Research. They decide to visit a local gym to observe and interact with potential users in a natural setting.

The team sets up a small booth in the gym, equipped with a tablet displaying the app. The researcher engages gym-goers who are willing to participate. They ask users to complete specific tasks within the app, such as logging a workout or finding meal suggestions. The designer takes note of users’ facial expressions and comments while they navigate the app. This informal setting allows the team to gather valuable insights quickly and cost-effectively.

After the session, the team reconvenes to discuss the findings. They identify several usability issues, such as confusing navigation and unclear instructions. Armed with this feedback, the designer makes immediate adjustments to the app's interface. The product manager then prioritizes these changes in the development backlog, ensuring that the next iteration of the app better meets user needs. The Guerrilla Research approach not only saves time but also fosters a deeper understanding of user behavior in real-world contexts.

Guerrilla Research is particularly useful when rapid feedback is needed without significant investment in resources. It allows teams to gather insights quickly in informal settings, which can be beneficial at various stages of product development.

Discovery: Conduct quick interviews with potential users in public spaces to identify their needs and pain points.

Design: Test low-fidelity prototypes in informal settings to gather immediate reactions and suggestions for improvement.

Delivery: Observe users interacting with a product in a natural environment to identify usability issues before launch.

Optimization: Collect feedback on existing features from users in casual settings to inform incremental improvements and updates.

Concept Validation: Present ideas or concepts to users in informal settings to gauge interest and gather initial reactions.

Feature Prioritization: Engage with users in real-world environments to discuss which features they value most, helping to prioritize future development.

Usability Testing: Conduct short, informal sessions to evaluate user interactions with a product and identify friction points.

Market Research: Gather quick insights on user preferences and behaviors by observing interactions in public spaces or during events.

Guerrilla Research can present challenges for teams due to its informal nature and reliance on quick feedback. Teams may struggle to balance speed with the need for reliable data, leading to potential misunderstandings and limitations in the insights gathered.

Limited sample size: The small number of participants may not represent the broader user base. Aim for diverse participants to gain varied perspectives.

Lack of structure: Informal methods can lead to inconsistent data collection. Use a basic script or guideline to ensure key topics are covered.

Potential bias: Researchers may unintentionally influence participant responses. Maintain neutrality in questioning to gather unbiased feedback.

Environmental factors: Conducting research in uncontrolled settings can introduce distractions. Choose locations that minimize interruptions to focus on user interactions.

Short time frame: Rapid testing may overlook deeper insights. Prioritize key questions and issues to address within the limited time available.

Data interpretation challenges: Quick feedback can lead to hasty conclusions. Take time to analyze findings thoroughly before making decisions.

Guerrilla Research leverages quick and accessible methods to gather user feedback in natural environments.

Methods

Contextual Inquiry: Observing users in their natural setting to understand their behaviors and needs.

Pop-Up Usability Testing: Setting up temporary testing stations in public areas to collect immediate user feedback.

Intercept Interviews: Engaging users directly in public spaces to gather insights through brief conversations.

A/B Testing: Comparing two versions of a design to see which performs better in real-world scenarios.

Diary Studies: Asking users to record their experiences over time, providing insights into their interactions with a product.

Tools

Remote Testing Platforms: Tools that facilitate online usability testing with real users.

Survey Tools: Platforms for creating and distributing surveys to gather user feedback quickly.

Video Recording Software: Tools for capturing user interactions during testing sessions for later analysis.

Prototyping Tools: Software that allows for rapid creation of design prototypes to test with users.

Analytics Tools: Services that track user behavior and interactions with a product in real-time.