UX Research Sharing

4 Useful Analysis
for UX Research

Ananda Nadya | 2023

UX Research Sharing 1/6

“Regardless on what research methods you use, you need to

turn your data into valuable insights for stakeholders. ”
Deciding on how to analyze research data can be tricky. One has to ensure
that the research problems can be answered, objective can be attained, and
make sure that the findings can be presented in the right context. That’s why
there are so many type of theoretical analysis available – to help researchers
make sense of raw data and communicate insights more effectively to the
audience.

In line with that matter, I would like to share some of the analysis that have
been utilized by me and several of my UXR colleagues, which consist of:
A. Jobs-To-Be-Done (JTBD)
B. Segmenting, Targeting, Positioning (STP)
C. MaxDiff Analysis
D. Key Driver Analysis

Ananda Nadya | 2023

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A. Jobs-To-Be-Done (JTBD)
● What: An approach to understanding both the customer’s specific goal, or “job,” and the thought
processes that would lead that customer to “hire” a product to complete the job.
● Suitable for: Gaining better understanding of users’ need and pain points in order to create a
compelling customer experience for a product.
● How to conduct: The simplified version of JTBD consist of 3 steps:
1. Identify jobs customers are trying to get done: Ie: define a market as “get breakfast” (verb +
object) + “while commuting to work” (contextual clarifier).
2. Define the experience that leads to the outcome: Gather information from customers that
represents your target market regarding their experience in attaining a certain goal, ( ie:
“When getting breakfast while commuting to work, how do you struggle to get the job done.”). If a
number of potential unmet needs are discovered upfront, it may be worthy of a detailed
analysis.
3. Define emotional jobs: Determine if the customer has emotional jobs they want satisfied.
After a number of potential opportunities are discovered from the JTBD steps, then the
opportunity sizing exercise through quantitative method can be utilized to measure the scale of
Read more details regarding JTBD the findings in more accurate manner.
by Tony Ulwick (2017) here.

Ananda Nadya | 2023

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B. Segmenting, Targeting, Positioning (STP)

● What: An approach that includes the assessment of the most valuable segments for a business
and then developing a marketing mix and product positioning strategy for each segment.
● Suitable for: Developing certain kind of marketing and product strategies to reach and engage
selected target audience.
● How to conduct: STP requires a complex analysis that can be broken down by 3 steps:
1. Segmenting (S): Create various customer segments according to certain criteria and traits, which may consist
of: a) Geographic segmentation (ie: country, region, state, province, etc), b) Demographic segmentation: (ie: age,
gender, education level, occupation, gender, etc), c) Behavioral segmentation: (ie: how they interact with your
business: What they buy, how often they buy, what they browse, etc), and d) Psychographic segmentation: (ie:
“who” your potential customer is: Lifestyle, activities, opinions, etc.)

2. Targeting (T): The ideal segment is one that is actively growing, has high profitability, and has a low cost of
acquisition. There are 3 crucial things to be considered: a) Size: How large your segment is as well as its future
growth potential, b) Profitability: Determine the lifetime value of customers in each segment and compare, and c)
Reachability: Consider customer acquisition costs (CACs) for each segment. Higher CAC means lower profitability.

Read more details regarding STP
by Yieldify (2020) here.
3. Positioning (P): Set your product or services apart from the competition in the minds of your target audience.
This may include: a) Symbolic positioning: Enhance the self-image, belongingness, or even ego of the customers, b)
Functional positioning: Solve customer’s problem and provide them with genuine benefits, and c) Experiential
positioning: Focus on the emotional connection that the customers have with product, service, or brand.

Ananda Nadya | 2023

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C. MaxDiff Analysis
● What: A quantitative technique that enables robust ranking of different items.
● Suitable for: Testing multiple attributes within one survey, identifying combinations of attributes
for different alternatives, such as product features, aspect of brands derived from customer
satisfaction, etc.
● How to conduct:
1. Create MaxDiff questions that consist of set of items, asking respondents to choose on:
- What attribute is considered most important
- What attribute is considered least important.
When the results are displayed, each item is scored, indicating the order of preference.
2. Analyze and interpret the MaxDiff data: A count analysis ranks answers based on a simple
score can follow this formula:
# times item was selected as best - # times item was selected as worst
# times the item appeared

● The higher the score, the more appealing an attribute is to your audience
● Positive score: the attribute was selected as MOST appealing more often than LEAST ones
● Negative score: the attribute was selected as LEAST appealing more often than MOST ones
● Score of zero: the attribute was chosen as MOST and LEAST appealing an equal number of times OR it has never been
Read more details regarding MaxDiff chosen
Ananda Nadya | 2023
by Survey King here.
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D. Key Driver Analysis (KDA)
Read more details regarding KDA by:
● Quantilope here
● Josephine Maharani (2023) here
● What: A statistical analysis that tells you the derived importance between potential drivers
(independent variables) and customer behaviour (the dependent variable).
● Suitable for: Understanding the drivers behind customer behavior and key metrics that impact
one’s brand performance.
● How to conduct:
1. Define the objective and key performance indicator(s) (KPI): Clearly define the objective of the analysis. Identify the
primary metrics or KPIs that represent that objective such as customer satisfaction scores, purchase intent rating scores,
or any other relevant measurement.
2. Collect data: Gather the necessary data related to the objective and KPIs through online surveys, interviews, focus
groups, or any other appropriate data collection method.
3. Identify potential drivers: Analyze the collected data to identify potential drivers or factors that may influence your
chosen KPIs.
4. Prioritize drivers: Once potential drivers are identified, prioritize them based on their impact and importance. Merging
the insights from stated and derived importance, the KDA result is generated through 2x2 matrix, which consist of:
● Key drivers: Enhancing these aspects can lead to better results. Thus, these should be a top focus.
● Hygiene factors: These factors may not be directly attract customers, but absence can deter them.
● Opportunity: These are potential unique selling points (USP) that can distinguish a brand, but are not deal breaker
when missing.
● Low priority: These have minimal impact and need not to be a priority
5. Interpret results: Understand the relationships between the drivers and the KPIs and explore the implications for your
business or brand. Identify areas of improvement or opportunities based on what you've identified.
6. Develop actionable strategies: Develop actionable strategies or initiatives to enhance the drivers that positively impact
the KPIs.
Ananda Nadya | 2023
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How to find the right type of analysis for a research project?

Since UX research is a relatively flexible, there is a high potential that you could utilize
theoretical frameworks or data analysis that are derived from other disciplines, such as
product management, business consulting, or marketing.

Keep in mind that whatever type of analysis that you choose:

● Ensure that it is relevant to the problems that you want to solve and the audience that
you want to serve.
● Adjust the theoretical framework / analysis to the context of your research.

● Align with key people involved within your research project to get them informed and
on the same page.

Ananda Nadya | 2023

UX Research Sharing

So, what other analysis that you think can

be useful to be utilized in UX Research ?
Feel free to discuss!

Ananda Nadya | 2023