Methods > Gather Insights > Guerilla Research

Guerilla Research

Submit an example

Purpose:

  • This method is best for quickly querying a set of users who are actively engaged with a particular topic or product.
  • This is quick research for answering questions to explore problem spaces or validation of hypotheses.

Outcome

  • Tested assumptions about behaviors, beliefs and needs of your target audience.
  • Gathered information allows you to understand the problem better, create new ideas and prioritize features.

Time

10 - 20 days

Participants

2 people

Difficulty

Medium
Tip: it will help to reach out to an expert for guidance on these methods.

Materials

Recording device (audio/video), Camera Release forms, note taking material, post its for synthesis.

Detailed Steps

1. DEFINE
Define your topic for investigation (questions or assumptions).

2. RECRUIT
This is for thinking on your feet, so you should use wanted ads or even just go down and visit your local coffee shop. See our recruiting guide for how to recruit, filter and screen users.

3. SELECT
Identify the strongest, diverse set of candidates (select 10 if target is 6-8), and get in touch with each subject with a short but detailed overview of the commitment. Get written commitment from subject (non-binding but symbolic).

4. PLAN
Activities can be participating in a interview (remote/in person), completing a daily survey, creating a diary entry, sending a text message/response, taking photographs, recording a video.

5. CONDUCT
Start cohort at the same time (ideal but not necessary). Be prepared to respond quickly to any questions or concerns from the subjects. Leverage every opportunity to build rapport and press deeper with the subjects. Document all correspondences throughout the process.

6. SYNTHESIZE
With a full understanding of each user response and behavior, take time to review your data and start synthesizing insights soon after your final interview. Extract key findings: what was surprising or unexpected? What assumptions were confirmed? Use anomalies and edge cases to push your own product concept. Avoid confirmation bias by forcing yourself to move beyond your current product concept. Ensure your team is represented; multidisciplinary backgrounds give different perspectives and see opportunities and challenges better.

7. COMMUNICATE
Create a concise summary document that is useful to you and can also be used to keep stakeholders up to date.