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Sharing the UX Plan

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Digital Marketing - Study Notes:

Research methodology

In the steps we have outlined, what we will have derived is a research methodology and as a sync format.

Here is a definition of research methodology:

“The methodology is the general research strategy that outlines the way in which research is to be undertaken and, among other things, identifies the methods to be used in it.”

Raising awareness

The next thing to do is to share this with stakeholders within the business.

To summarize:

  • Let the project team know what research is being undertaken. That is, the specific activities, their purpose, and the significance of any outcomes.
  • Invite feedback on the methodology. Are there any objections, improvements to be made, or any enhancements that could be integrated?
  • Raise awareness and understanding of the goals of research. By being transparent about what the research hopes to deliver, new sources of data may be suggested.

Once support for research begins to build, it may turn into enthusiasm for research and to other areas.

Increasing support

To give this idea of sharing and consulting with a wider team about research some additional width, let’s look at an example from the Government Digital Service, or GDS, team behind the gov.uk website in the UK.

These researchers and designers are setting new standards in providing online services and are increasingly referenced globally as an example of best practice for their approach to problem-solving. The GDS team’s work uses systematic research to improve online public services.

John Waterworth, one of the contributors to the GDS blog, has said the following:

“On the best exemplar projects, we find that user researchers spend about one-third of their time planning and conducting research and two-thirds of their time communicating with their team and the wider organization.”

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Rick Monro

Rick Monro is UX Director at Fathom. He has extensive experience in user research, interaction design, user-centered design, and design strategy with private and public sector organisations throughout the UK and Ireland.

By the end of this topic, you should be able to:

  • Appraise practices for planning UX research
  • Critically evaluate the roles of innovation and users in User Experience (UX) research
  • Evaluate cognitive biases that can affect research data

    Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

    DMI Short Course: GDPR

    If you are interested in learning about the principles of UX and the tools or techniques that you can use to develop and refine your user's experience, DMI has produced a short course on the subject for all of our students. You can access this content here:

    DMI Short Course: UX Essentials

    The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

    You can find more information and content like this on the Digital Marketing Institute's Membership Library

    You will not be assessed on this content in your final exam.


      UX Research
      Rick Monro
      Skills Expert

      With the help of Rick Monro, you will develop the knowledge and skills to build highly effective user experiences. You will learn how to think like a user in order to understand their priorities and needs, and you will recognize the role of various research and analytics techniques such as tree-testing, card-sorting, user-testing, user-surveys, Google Analytics and specialized tools such as Click-tale.