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What is the ROI of user experience research (UXR)?

Investing in user experience research (UXR) provides actionable insights that improve customer satisfaction, drive product success, and improve profitability. This article explores the most important ways UXR delivers measurable ROI, emphasizing its role in reducing risks, saving costs, and fostering customer loyalty.

Suhani Verma

April 14, 2026

Qualitative Research

How user research launched Airbnb (and a new genre in photography)

See how user research helped launch Airbnb. Conducting user testing led to better photos, more bookings and increased revenue.

Ishita Chibb Sharma

April 2, 2026

Qualitative Research

Probing in qualitative research: How to get deeper research interview insights

Good probing separates surface-level answers from deep, meaningful insights in qualitative research. In this post, we explore how researchers can use probing effectively during a research interview, from focus groups to in-depth interviews (IDIs), to reveal what participants truly think and feel.

Vaaruni Mahajan

March 19, 2026

Qualitative Research

How to conduct multilingual interviews in Qualitative Research in India

Multilingual interviews help researchers in India capture richer and more accurate insights by allowing participants to speak in the languages they are most comfortable with. With careful planning, thoughtful transcription and analysis, and the use of the right tools, researchers can preserve cultural context and better understand people’s real experiences.

Anannya Choudhury

March 16, 2026

Qualitative Research

How to conduct remote user research effectively in India

Effective remote user research involves setting specific goals, choosing methods that suit those goals, and using tools that enhance accessibility and comfort for participants. By carefully planning recruitment, task design, and data analysis, researchers can derive actionable insights to improve user-centered design.

Vaaruni Mahajan

January 22, 2026

Qualitative Research

Dipstick research: why fast, focused insights are becoming every team’s secret advantage

Looking for a way to get quick customer clarity without slowing your team down? Dipstick research offers fast, focused, qualitative insights that help teams make better decisions in moments where full-scale research is too slow and gut calls feel too risky.

Chinmayee Devi

January 8, 2026

Qualitative Research

Top 15 tools to conduct remote qualitative research in India

Looking for the best tools for remote qualitative research? Here are 15 game-changers every researcher should know about.

Vaaruni Mahajan

November 6, 2025

Qualitative Research

How to handle silent participants in an interview — from a silent participant

Not all insights come from the outspoken voices. In this article—written by a UX researcher who has also been a silent participant—we explore how to harness the popular in-depth interview method with quieter people for inclusive, thoughtful UX Research outcomes.

Ishita Chibb Sharma

October 24, 2025

Qualitative Research

What is Digital Ethnography? Methods, examples, and uses in India

Learn how digital ethnography helps brands in India understand online communities, cultural trends, and consumer behavior.

Tarushi Mohan

October 9, 2025

Qualitative Research

Exploratory, Descriptive, and Causal Research: definitions, examples, and key differences

Learn the differences between exploratory, descriptive, and causal research with real-world examples from India. Understand methods, benefits, and when to use each.

Vaaruni Mahajan

August 21, 2025

Qualitative Research

Mastering Qualitative Research: Methods, best practices & real-world applications

Learn how to design, run, and analyze qualitative research. Includes methods, tools, AI tips, and real-world use cases.

Vaaruni Mahajan

August 1, 2025

Qualitative Research

One-on-one interviews for Ad Testing: A guide to better creative decisions

See how one-on-one interviews uncover powerful insights for ad testing. Go beyond surveys and A/B tests with deep, qualitative feedback.

Vaaruni Mahajan

July 17, 2025