#9 User research can be fast & easy - with Nikki Anderson @Zalando

With a master's degree in psychology and many years of experience as a User Researcher, Nikki Anderson moved in 2018 from New York to Berlin. She works currently as User Research Lead at Zalando as well as her own startup the user research academy.   Nikki shares the basics of qualitative user research to be able to get started with it in a fast and effective fashion. Next to that, she talks about when a company should start doing user research and at which point it's worth thinking of hiring a researcher.    Table of content 0:30 - Intro Nikki Anderson 2:46 - Researching the perfect croissant 6:55 - The basics of qualitative research 14:10 - Choosing the right segments to research 15:55 - Kicking off a research project 23:00 - The TEDW framework for user interviews 29:00 - Validating qualitative interview data 35:25 - Hypothesis-driven research (how might we statements) 37:35 - Evaluative research vs. generative research 41:55 - Parallelizing market research & user research 44:30 - When to start doing and hiring for research as a company 51:25 - Nikki’s key takeaways about getting started with research 54:00 - Debrief Christian & Alex   Connect with Nikki: Website: https://www.userresearchacademy.com/ Linkedin: @Nikkianderson-ux Twitter: @productherapist Link to Nikki's research template:  https://docs.google.com/document/d/19_2S5c-LWhwEk86oMxemgwsYHcm6CG_rwut5TLz0byY/edit   ✩ Follow The Product Bakery Podcast ✩    👨‍💻 Linkedin: Product Bakery    📸 Instagram: @productbakery    🐦 Twitter: @productbakery20    🌍Website: https://www.product-bakery.com/