Insights & Analysis

✨What is evaluative research in the product development world?

Evaluative research is a vital tool to create a product or implement a project that meets its goals and is effective in the real world. Whether it's through improving user experience, understanding market needs, or guiding strategic decisions, it is an indispensable part of the process and beyond.

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Evaluative research, often synonymous with program evaluation or evaluative research, is the systematic assessment of the worth or merit of time and resources invested in a project, product, or goal. This genre of research is the compass that guides organizations through the tumultuous seas of product development and market strategies, ensuring that every effort aligns with and contributes to the intended objectives. 

Theoretical Foundations and Applications of Evaluative Research

Evaluative research is grounded in the theory of systematic inquiry. It’s not merely an ad-hoc collection of feedback but a disciplined approach to understanding the dynamics of project performance and user experience. Theoretically, it combines elements of both formative assessment, which occurs during the project to guide improvements, and summative assessment, which takes place after completion to evaluate outcomes. In the heart of product development, evaluative research is indispensable. From the nascent stages of conception to the final product launch and beyond, it offers a continuous pulse check on user experience, functionality, and market relevance. By employing both quantitative and qualitative methods, it gathers critical feedback on usability, accessibility, and desirability, ensuring the product not only exists but thrives in the hands of its intended users.

While evaluative research has its roots firmly planted in product development, its branches extend into numerous domains. UX research is one of the primary fields where evaluative research shines. By gathering and analyzing user feedback, companies can understand what aspects of their product are working well and what areas need improvement. This feedback is crucial in creating a user-centric product that not only functions efficiently but also provides a satisfying and engaging experience. It guides in revealing how users interact with a product, what they love, what frustrates them, and what can turn them into advocates or detractors. It's also instrumental in competitor analysis, helping businesses understand the landscape they operate in and how they can differentiate themselves.

Types of Evaluation Research

Formative Evaluation: Conducted during the early stages of a project, formative evaluation helps in understanding the target market's needs and preferences. It sets the stage for the project, allowing organizations to establish clear and appropriate objectives.

Mid-Term Evaluation: This type of evaluation is undertaken during the project's execution. It assesses the progress and determines if the project aligns with the initial goals and objectives. Mid-term evaluations can uncover necessary strategy adjustments to keep the project on track.

Summative Evaluation: Conducted after a project's completion, summative evaluation measures the outcomes against the objectives. It's crucial for understanding the project's overall success and providing accountability to stakeholders and investors.

The beauty of evaluative research lies in its methodological diversity. Surveys and interviews offer a broad canvas to gather user sentiments and experiences. Usability testing, focus groups, and A/B testing provide a more nuanced and interactive approach, allowing for in-depth insights into user behavior and preferences. These methods aren't just tools; they're instruments that each play a vital yet unique part in understanding the complete picture.

The Crucial Questions

Evaluative research is as much about asking the right questions as it is about finding answers. Questions like "How satisfied are you with this feature?" or "Would you recommend our product to others?" allow for conversations with your users, offering invaluable glimpses into their thoughts and feelings. These questions form the backbone of evaluative research, guiding the inquiry to yield meaningful and actionable insights.

Cover photo by Mikhail Nilov

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Insights from the most recent consumer transcript added to our database
Last question, which apps on your smartphone do you think you can’t live without?
In my life there are different priorities currently...usually my social media is very active , but since I am thinking about my career right now, I’ve turned off my notifications... I like Facebook, Instagram, and a bit of Whatsapp...for shopping I use Myntra, Flipkart, Amazon, Meesho...in games, there is a game called Beach war, and Pubg of course...I joined Facebook in 2012, but 2013 is when I started coming on more actively. Facebook has news feed...what is happening around us...those things, pages that tell you what all is happening...I look at those.
Can you take me through your schooling and college experience a little in-depth?
If I talk about my study schedule as to how I was, I was in another school till class 3 in a Hindi medium school (Adarsh Shiksha Niketan school), I was not at all into studying - wouldn’t study at all. Then, in 2006 my father enrolled me in an English medium school....there were exams in every term... I came first in all three terms. Everyone supported me a lot... my father, my teachers...because to change from a Hindi medium school to an English was a very hard thing to do. I really struggled...I did a lot of labour work, as i became a success...my confidence level rose as well. In 11th and 12th, there wasn’t an option for English medium school, so I had to enrol in a Hindi medium school, and took English coaching on the side, studied and gave my exam I got 66 percent  .  Then there was an option for B.Sc (Bachelors in Science), but I knew I wouldn’t understand much of it... so its better if I do BCA (Bachelors in Computer Applications). I did 3 years of college for BCA...I did a lot of coding which I really liked, so I came back and I did but there were some parts of coding which I didn’t want to do...so in the 2 years I realised that it wasn’t for me. After completing 2 years of it, I wanted to get into teaching which is why I did Diploma in education Elementary education. I decided that I don’t want to teach in a private school, I want to teach in a government college for unprivileged kids. Either I am able to do this or turn to having my own start-up.
What else do you get up to online?
I love watching web-series and movies, so when any new movie or web-series comes, I first read about the what the movie is based on then I watch the movie. For example , there is a movie or a web-series , I search the name on google and it shows the cast, the story...so I read the whole thing. Then I get to know and understand what the motto is to make the movie. If I like what I read only then I go and watch it. Also no matter how good the start is or the story , If I don’t vibe with it in the beginning...then I don’t vibe with the movie as a whole. ...have you always done this, or just with movies and web-series ? I have started doing this for 3 years and at first I would watch movies through the day, but then work would come to me out of the blue therefore there would be distractions... so my system is that If you ever watch a movie , watch it with full dedication and only then would you have fun. ...so after that do you download it, or do you watch it online on a platform?  I watch online if it is available... the rest I haven’t gotten the subscription. The thing is that I’m a student right now, can’t afford to spend, I have to save up. When you start earning only then I can think to spend... I don’t have the money right now , when i do have it then i will surely do it, when I earn well.
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