“User Research” is a more prominent industry concept these days than it was maybe even 10 years ago. More companies have created full-time positions for “User Researcher” as a result.

Why does it matter? In the age of data is the new gold, user research basically helps companies identify and collect user behavior data. Such data gives us power to make educated product design decisions. How many times have companies invested millions to develop products that no one wants? User research cannot guarantee product success, but surely will mitigate risks.

Not all companies understand and appreciate user research the same way. It’s a common part of my unwritten job description to educate and advocate for different types of user research activities and why: from Fortune 500 to startups, and especially with senior executives. It was very common on Day 1 when someone is “lower level” questioning the value of certain activities. But often in the long-run, the same person may one day ask a group of people “so you already have done X right?” and became a more advanced user research advocate without knowing it or me speaking up about it.

So I thought it might be fun to create a “Skill Level” system. Most companies and teams should fall into some level.

Level 0: we know the answer already

You think you and your team are intimately familiar with the target users. You believe you will be building the best product (e.g., even if you are 2 generations apart from target teen users). It is not atypical that you or senior executive make or override UX decisions such as whether “the button should square or circle.” You have basically zero staff doing any user research activities below.

Level 1: we will ask some users online

You recognize it is important to get some user inputs. So you do some online surveys and ask potential users questions. Sometimes you ask things like “would you use this feature?” or “how much would you pay for this product?” You feel great getting dozens of responses and will use them as guiding motivations to build out the product for real.

Level 2: we will meet and chat with some users

You think it is more powerful to bring in users and meet with them. You recruit them directly from sites like Facebook, research companies or your networks. You sometimes meet 1-on-1, sometimes in groups. You try to learn about who they are, what they like and do, and maybe show them some product concepts and ideas to solicit their reactions and feedback. You avoid doing things that are unpopular.

Level 3: we will do user testing

You want potential users to try your product, or even better, different versions as it gets developed. You recruit for users to come on site (or online) to try things (e.g., paper prototypes, real apps, etc.) out, sometimes you ask them a lot and sometimes just let them figure out what to do with the product with your presence. You note moments where they are at ease or are struggling and use that to modify your product plans. You use testing results to modify or remove features and find that sometimes you built things that didn’t solve any of users’ problems/needs.

Level 4: we will do ethnography

You know that users may say one thing, but do, think or feel another, it’s just human behavior. You recognize that some key insights cannot be found out simply by asking users questions or showing your product; instead, it is better to basically have experts shadow them and observe passively how they do things (or not do things) in their native environments (e.g., home, work, school). While the outputs sometimes are unclear at the beginning, you usually are able to uncover hidden insights that are extremely invaluable. You have a good grasp of users’ true needs and problems and can visualize their journey and touchpoints.

Level 5: we do all of the other levels

You truly understand and embrace user research. You recognize there should always be some user research activities throughout the product cycle: from when an idea is formed to it being developed and eventually released . You go out of your way to make your whole team be more educated about user research and try to have them do some of the activities (not just the user researchers). You apply design thinking methods to synthesize research work. And most importantly, no one on your team try to make important decisions purely based on gut anymore.

What level is your company?