User research should drive product decisions—not sit in a report. Here's how to make it actionable for eCommerce.
Qualitative Research
Interviews and usability tests reveal "why"—motivation, friction, mental models. Use open-ended questions. Focus on jobs-to-be-done and pain points. Synthesise into themes and opportunities.
Quantitative Data
Analytics, surveys, and support data reveal "what" and "how much." Funnel analysis, heatmaps, session recordings. Combine with qualitative to prioritise and validate.
Actionable Insights
Translate research into hypotheses and experiments. "Users struggle with checkout" → A/B test simplified checkout. Share findings with the team, not just stakeholders.
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