<aside> 💡 How well did our solution address the problem we discovered through generative research? What do we need to change in the next iteration?

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Generative vs. Evaluative Research: What's the Difference and Why Do We Need Each? | UserTesting Blog

What is evaluative research?

The goal of evaluative research is to test your existing solution to see if it meets people’s needs, is easy to access and use, and is hopefully even enjoyable.
This type of research should be conducted throughout the development lifecycle, from early concept design (think rough sketches or prototypes) to the final site, app, or product.
Evaluative research is done to assess something that exists, e.g., a design or an application. The types of questions that evaluative research can help answer include:
- Is the design solving the problem for users?
- How is the application performing?
- Can users complete tasks easily?
- Which features are a source of frustration?
- Where and when are users unable to complete tasks correctly, and why?
- What works great, what does not, and why?
Evaluative research can be conducted at any time throughout the project as long as there is something to evaluate. Early sketches, paper or digital prototypes, and implemented interfaces can all be subject to evaluative research.

Why is it valuable?

Evaluative research should always be a part of the iterative design process. Getting designs in the hands our users as soon as–and as often as–possible ensures that the experience will be shaped and refined to truly meet customer needs and expectations.