Generative vs evaluative? Which user research should you use?

Do you know that there are different types of user testing, and knowing when to use each type can greatly impact the success of your efforts?

Generative vs Evaluative

User research can be divided into two main categories: generative testing and evaluative testing.

Generative testing is used to generate ideas and explore potential solutions, while evaluative testing is used to validate and refine those ideas.

So when should you be conducting generative testing, and when should you be conducting evaluative testing?

Here are a few practical tips to help you determine the right approach to your testing process.

• Use generative testing early in the development process when you're still in the ideation phase and looking for potential solutions to a problem. This type of testing can help you identify customer needs and preferences, and generate ideas for new products or features.

• Use evaluative testing later in the development process when you have a specific product or feature in mind and want to validate its effectiveness and make refinements. This type of testing can help you identify any issues or areas for improvement, and ensure that the final product aligns with the needs and wants of your target audience.

• Consider conducting both types of testing throughout the development process. For example, you could use generative testing to explore potential solutions at the start, then use evaluative testing to validate and refine those solutions as you move towards the final product.

In addition to knowing when to use generative and evaluative testing, there are a few other factors to consider when planning your user research efforts.

• Be clear about your goals and objectives: What are you trying to learn or achieve through user testing? Knowing this will help you determine the right approach and the appropriate type of testing.

• Identify your target audience: Who’ll be participating in your research and how will you recruit them? Make sure your customer panels represent your target audience. This will help you to gather insights that are relevant and applicable.

• Plan your test scenarios and tasks: What will you be asking your participants to do and how will you measure their responses? Having a well-defined plan will help ensure that you get the most valuable and actionable insights.

User research is a vital and valuable tool for gathering customer insights and improving the effectiveness of your products and marketing efforts.

By knowing when to use generative and evaluative approaches, and considering these practical tips, you can maximise the success of your user testing efforts.

Working with Codehouse

At Codehouse, we perform user research for our customers to help validate ideas both in the early design phases as well as for those products and services already in the users’ hands.

You should book a slot for a 15 minute, complimentary, consultancy session with our Head of Product Strategy. He will give you advice and guidance on how you can get to really know your customers and exceed their expectations.