🎯 Research Scenario
You're a UX researcher at TechFlow, a productivity app company. Users are abandoning the app after the first week, but you don't know why. Your mission: Use QRTA methods to uncover the root causes and provide actionable insights.
🔍 Level 1: Problem Definition
First, you need to clearly define your research problem. Based on the scenario, what should be your primary research question?
Option A
"How can we increase app downloads?"
Option B
"What factors contribute to user abandonment within the first week of using TechFlow?"
Option C
"Which features are most popular among long-term users?"
Option D
"How does our app compare to competitors?"
📊 Level 2: Data Collection Strategy
Excellent! Now you need to choose the best qualitative data collection method for understanding user abandonment. Which approach would be most effective?
Survey Only
Send a quantitative survey to all users
In-depth Interviews
Conduct 1-on-1 interviews with users who abandoned the app
Focus Groups
Run group discussions with current active users only
Analytics Review
Only analyze existing usage data
🔬 Level 3: Thematic Analysis
Great choice! You've conducted interviews and collected rich qualitative data. Here's a sample of user responses. Identify the emerging themes:
Interview Excerpts:
User 1: "The onboarding was confusing. I didn't understand how to set up my first project."
User 2: "Too many notifications! I got overwhelmed and just deleted it."
User 3: "The interface felt cluttered. I couldn't find basic features easily."
User 4: "I expected it to sync with my calendar, but couldn't figure out how."
User 5: "The tutorial was too long and boring. I skipped it and then felt lost."
Which themes do you identify from this data? (Select all that apply)
Onboarding Issues
Problems with initial user experience and setup
Information Overload
Too much information or notifications
Usability Problems
Interface and navigation difficulties
Feature Expectations
Unmet expectations about functionality
💡 Level 4: Insight Generation
Excellent thematic analysis! Now, based on your identified themes, what's the most actionable insight for the product team?
Add More Features
Users want more functionality, so we should build additional features
Redesign Onboarding
Create a simplified, progressive onboarding experience that reduces cognitive load
Increase Marketing
Users don't understand the value proposition, so we need better marketing
Lower the Price
The app is too expensive for the value provided
🎯 Level 5: Strategic Recommendations
Perfect insight! Now, prioritize these recommendations based on your QRTA findings. Rank them from highest to lowest impact:
Priority 1
Simplify onboarding flow and reduce steps to value
Priority 2
Implement smart notification settings with user control
Priority 3
Redesign UI for better feature discoverability
Priority 4
Add calendar integration as expected feature