✨What is evaluative research in the product development world?

Written By Nandini Chhabra

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: Ivan Samkov