What is Generative Research (Discovery)?

Generative Research, often referred to as Discovery, is an early-stage research methodology aimed at understanding user needs, mental models, and identifying potential opportunity areas for product or service development.

When to use Generative Research?

Generative Research should be utilized at the beginning of the design process, particularly when developing new products or services. It is essential for gathering insights that guide the design direction and prioritize user-centered solutions.

When not to use Generative Research?

Generative Research is not suitable for situations where specific, detailed feedback is required on existing products or services. It is also less effective when the research scope is too narrow, as it focuses broadly on understanding user needs rather than assessing predefined solutions.

What is the anatomy of Generative Research?

The anatomy of Generative Research includes various methods such as interviews, surveys, contextual inquiries, and participatory design sessions. These methods help in gathering qualitative insights that inform the understanding of users' experiences and expectations.