Startups require a unique approach to UX research distinct from big companies, especially during the critical zero-to-one phase. Generative research is essential for gaining insight into user needs and market potential, while evaluative research tends to focus on existing products and improvements. Big companies excel due to having found product-market fit, whereas startups must prioritize understanding user problems to discover their markets. This difference drives the need for startups to adapt their research methodology to their developmental phase to achieve success.
"Generative research helps researchers gain a deep and highly detailed understanding of the target audience, the market, and internal project goals."
"Markets that do not exist cannot be analyzed: Suppliers and customers must discover them together.” - Clayton M. Christensen, The Innovator's Dilemma.
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