Qualitative                              Quantitative
(Why & How)                              (What & How Many)
───────────────────────────────────────────────────────►
Interviews  Focus    Usability  Surveys  Analytics  A/B
            Groups   Testing                        Tests

Small sample                              Large sample
Rich insights                             Statistical confidence
Exploratory                               Validating

## Interview Plan: [Project Name]

### Research Questions
1. What problem are we trying to understand?
2. What decisions will this research inform?
3. What do we already know/assume?

### Participant Criteria
- Must have: [Required characteristics]
- Nice to have: [Preferred characteristics]
- Exclude: [Disqualifying factors]

### Recruitment
- Target: 6-8 participants
- Incentive: $[X] gift card
- Channels: [How to recruit]

### Interview Guide
- Duration: 45-60 minutes
- Format: Video call / In-person

### Logistics
- Researcher: [Name]
- Note-taker: [Name]
- Recording: [Consent process]

## Interview Guide

### Warm-up (5 min)
- Introduction and consent
- "Tell me about your role and what you do day-to-day"

### Context Setting (10 min)
- "Walk me through the last time you [relevant activity]"
- "What tools or methods do you currently use?"

### Deep Dive (25 min)
- "What's the hardest part about [task]?"
- "Can you show me how you typically [action]?"
- "What would your ideal solution look like?"

### Concept Testing (optional, 15 min)
- Show prototype/concept
- "What are your initial reactions?"
- "How would this fit into your workflow?"

### Wrap-up (5 min)
- "Is there anything else you'd like to share?"
- "Who else should we talk to?"
- Thank you and incentive

## Usability Test Plan

### Objective
[What we're trying to learn]

### Prototype/Product
- Version: [Link or description]
- Fidelity: Low / Medium / High
- Platform: Desktop / Mobile / Both

### Participants
- Target: 5-10 users
- Criteria: [Who qualifies]
- Recruitment: [Method]

### Tasks
1. [Task 1]: Success criteria
2. [Task 2]: Success criteria
3. [Task 3]: Success criteria

### Metrics
- Task completion rate
- Time on task
- Error rate
- SUS score (post-test)
- Qualitative observations

## Task: Find and purchase a specific product

### Scenario
"You're looking for a birthday gift for your friend who loves
coffee. Find a pour-over coffee maker under $50 and complete
the checkout process."

### Success Criteria
- [ ] Found coffee maker category
- [ ] Applied price filter
- [ ] Selected appropriate product
- [ ] Added to cart
- [ ] Reached checkout confirmation

### Observation Points
- Navigation path taken
- Hesitation points
- Questions asked
- Errors made

"As you work through each task, please think out loud.
Tell me what you're looking at, what you're trying to do,
and what you're thinking. There are no wrong answers—
we're testing the design, not you."

How satisfied are you with [product]?
○ Very dissatisfied (1)
○ Dissatisfied (2)
○ Neutral (3)
○ Satisfied (4)
○ Very satisfied (5)

How likely are you to recommend [product] to a friend?
0  1  2  3  4  5  6  7  8  9  10
○  ○  ○  ○  ○  ○  ○  ○  ○  ○  ○
Not at all likely         Extremely likely

[Detractors: 0-6] [Passives: 7-8] [Promoters: 9-10]
NPS = % Promoters - % Detractors

10 questions, 5-point scale (Strongly disagree → Strongly agree)

1. I think I would like to use this system frequently
2. I found the system unnecessarily complex
3. I thought the system was easy to use
...

SUS Score = ((Sum of odd Qs - 5) + (25 - Sum of even Qs)) × 2.5
Range: 0-100, Average: 68

## Card Sort: [Project Name]

### Cards (Items to Sort)
1. Account settings
2. Billing history
3. Change password
4. Team members
... [30-50 cards typical]

### Categories (Closed Sort)
- Profile
- Settings
- Team
- Billing
- Help

### Analysis
- Agreement matrix (how often items grouped together)
- Dendrograms (hierarchical clustering)
- Category confusion (items frequently misplaced)

Agreement Matrix (% of participants who grouped together)

              Settings  Profile  Billing
Change PW        85%      15%       0%
Team mgmt        10%      20%      70%
Payment info      5%       0%      95%

## Research Finding: [Title]

### Study
- Date: [When conducted]
- Method: [Interview/Survey/etc.]
- Participants: [N and description]

### Key Insight
[One sentence summary]

### Evidence
- "[Direct quote from participant]" - P3
- [Observation or data point]
- [Supporting metric]

### Implications
- Product: [What to build/change]
- Design: [UX recommendation]
- Strategy: [Business consideration]

### Related Findings
- [Link to related research]