Key takeaways
💡 In-person research allows UX designers to observe micro-gestures, facial expressions, and behaviors that remote methods might miss.
🔍 While face-to-face studies provide rich data, they require higher budgets, careful scheduling, and logistical planning.
🍯 Use in-person research for tasks requiring physical interaction, observing detailed non-verbal cues, or testing early prototypes.
🔦 Clear goals, pilot tests, and maintaining a neutral presence help ensure in-person research success while minimizing observer bias.
In-person qualitative research is one of UX designers’ key tools and research methods. It allows you to understand user behavior and dig deeper into their needs, motivations, and barriers. Yet, according to Dr. Jennifer A. Morrow:
Conducting qualitative research in person can be a double-edged sword; while it allows for rich, nuanced data, it also requires navigating complex interpersonal dynamics that can influence the outcomes.
Ignoring this method is impossible if you want to create products that solve people’s problems. Let’s understand why it is important and how to conduct it effectively.
What is in-person research?
In-person research (sometimes called in-depth interviews or usability testing) is a data collection method in which a UX designer or researcher interacts with the user in person. As Dr. Kathy Charmaz claims:
In-person interviews demand not only logistical planning but also emotional intelligence to manage the unpredictable nature of human interactions.
The goal is to get qualitative insights rather than quantitative: how people perceive the product, what emotions it evokes, and what problems arise when using it.
Unlike questionnaires or A/B testing, this method allows you to reveal what you can’t see on a superficial level – hidden needs, unconscious habits, and even problems that the user doesn’t report until you notice them.
In-person VS remote research: which to choose?
Today, UX designers often face a choice: to conduct research face-to-face or remotely. Each method has its advantages and limitations. Let’s break down the key differences to understand which option is better suited for your tasks.
Aspect In-Person Research Remote Research Non-Verbal Observation Enables detailed observation of gestures and body language. Limited due to screen constraints and video quality. Environment Conducted in a controlled setting to minimize distractions. Takes place in participants' natural environment. Reach Restricted by geographical and logistical factors. Access to a geographically diverse audience. Cost Higher expenses for venues, equipment, and participant travel. Higher expenses for venues, equipment, and participant travel. Flexibility Scheduling is rigid and less adaptable. Offers greater flexibility and supports different time zones. Technical Issues Minimal technical risks with proper preparation. Potential disruptions from internet or platform issues. Engagement Facilitates higher engagement through physical interaction. May reduce engagement due to lack of in-person connection. Setup Requirements Demands significant setup, including location and equipment. Simple setup via virtual platforms. Data Collection Allows real-time observation and adjustments. Relies on digital tools and may need follow-up for clarity. Time Investment Typically more time-consuming, especially for larger studies. Faster to organize and execute iterative research.
Advantages of face-to-face research:
- Observation of nonverbal behavior – face-to-face interaction allows you to see micro gestures, facial expressions, and other reactions that can say more than words—for example, confusion when looking at an interface or irritation at a complex process.
- Controlling the environment – you can create an environment where nothing distracts the participant: a neutral room, quality recording, and stable equipment.
- Effective immersion – the format creates closer contact with the user, increasing engagement. People are more likely to open up and share their experiences, especially if they are comfortable.
Disadvantages of face-to-face research:
- High cost – organizing a face-to-face study requires renting a room, preparing equipment, and possible compensation for participation.
- Logistical difficulties – you need to accommodate participants’ schedules, transportation to the site, and possibly geographical limitations.
- Time – face-to-face research often takes longer, especially if you are working with multiple participants.
💡 Pro Tip
Advantages of remote research:
- Access to a wide audience – the remote format allows you to work with diverse remote focus groups of users from different regions and countries without wasting time traveling.
- Cost-effectiveness – you don’t need to rent premises or buy special equipment. All you need is a video calling platform.
- Flexibility – participants can go through the study in an environment that is comfortable for them, which reduces stress and makes their behavior more natural.
Disadvantages of remote research:
- Limited observation – non-verbal cues, such as facial expressions or movements, are difficult to pick up through the screen, especially if the video quality is poor.
- Technical problems – internet hiccups, poor camera, or sound can significantly affect results.
- Difficulties in controlling the environment – the participant may be distracted by external factors such as phone calls, children, or noise.
💡 Pro Tip
To mitigate some of these challenges, make sure to have high-quality video setups and provide clear instructions for a distraction-free environment.
You can even use follow-up questions to compensate for limited non-verbal observations.
When to choose a face-to-face study and when to choose a remote study?
A face-to-face study is appropriate if:
- You need to observe non-verbal reactions.
- The product is complex and requires physical interaction (e.g., terminals, medical devices).
- You are testing early prototypes that are difficult to use remotely.
Remote research is appropriate if:
- You are working with a wide geography of users.
- Budget and time are limited.
- Participants are familiar with the technology and can easily join a video call.
Key methods of in-person research
Most UX research can be conducted in person, allowing for a deeper understanding of the user experience – noticing non-verbal cues, and including contextual inquiry.
However, all methods don’t need to have moderators and participants in the same place. Some research, such as card sorting or user interviews, can be effectively conducted remotely.
Contextual research
Contextual research is the study of users’ interaction with a product in their natural environment (e.g., workplace).
When being conducted face-to-face, it allows you to see the nuances of the user’s environment and behavior.
On the other hand, remote contextual research makes video tours of the workplace possible, though this limits the contextual overview.
Ethnographic research
In UX, ethnographic research focuses on observing and interacting with participants in their real-world contexts to gather insights into their daily lives, from routines and values, to challenges they face.
When conducting ethnographic research face-to-face, the researcher observes the user and his/her environment in person. While it is possible to conduct it remotely as well, it tends to be less effective.
To make it work, participants can keep video diaries or record their daily activities.
Focus group
Generally, group work is a discussion of users where a moderator manages the discussion and collects opinions.
They usually involve a moderated discussion where participants share their thoughts, experiences, and opinions about a product or topic.
The conversation is facilitated by a moderator, who ensures that everyone contributes to the discussion and collects valuable insights for analysis.
Monitoring group dynamics and participants’ emotional reactions is more convenient when conducting them in person.
Organising remote focus groups is possible – using tools, such as Zoom or Miro. However, the difficulty lies in managing them virtually.
One-on-one interviews
This research method is an in-depth conversation with the user aimed to identify their needs, expectations and pains.
This research method is an in-depth conversation with a user that’s designed to uncover their specific needs, expectations, and pain points.
It allows researchers to explore the user’s perspective in detail, which can inform more user-centered design decisions.
In order to create a trusting environment where it is earlier to read non-verbal cues, one-on-one interviews are better in person.
On the other hand, conducting them remotely via tools, such as Zoom or Google Meet, allows you to keep the basic format.
💡 Pro Tip
If you want to include user interviews in your UX research, try UXtweak’s Live Interviews! Seamlessly schedule, recruit, conduct, and analyze your all user interviews.
⬇️ Learn more about moderated testing and be the first to try it!
Usability testing (usability test)
Usability testing is a research method that checks how users interact with an app or website.
It does so by observing them as they attempt to complete specific tasks and focuses on identifying challenges or inefficiencies to improve the overall usability of a product.
During face-to-face usability testing, the researcher sees how the user interacts with the interface – including non-verbal reactions.
However, this research method tends to be primarily conducted remotely. Usually, the methodology involves users sharing their screen and a moderator observing them via UserTesting, Lookback or other platforms.
Preparation for in-person research
In-person research requires clear organization and planning. Here are the key steps to conduct it effectively and get the most value from the data.
1. Choose a tool to collect information
Even if the sessions are in-person, it’s better to use specialized website survey tools to capture the data.
Doing so will simplify data processing and save time on initial analysis, as most tools automatically processes some of the information.
For instance, when conducting surveys and usability tests with a focus group, you can leverage platforms such as UXtweak to enhance user experience.
2. Choose a location for the study
The location affects the comfort and behavior of the participants.
Whether it is a company office, a UX lab or a real user environment, contextual inquiry is important for participants to feel relaxed and not distracted.
3. Conduct a pilot test
Before the main session, conduct a test run with a participant or colleague. This will help to identify technical glitches and adjust questions or tasks if they are unclear.
4. Schedule the sessions
After conducting a pilot test, plan the research so that there is time to rest between sessions and record insights. Remember to take the possibility of delays and force majeure into account.
5. Gather participants
Define the user selection criteria and invite participants. It is better to invite more people than you need in case participants cancel. You can use recruiting platforms or ask for help from internal teams.
Running in-person studies
Face-to-face UX research requires care and empathy. To receive honest and accurate data, it’s important to create a comfortable atmosphere for participants and minimize moderator influence.
Here are some tips on how to make sure you’re conducting your research properly.
1. Manage privacy issues
Always ensure participants that their personal information is protected. Sign a confidentiality agreement (NDA) and explain how the results will be used. Doing so generally increases trust and openness.
2. Getting close to the participants
It is crucial to create a friendly atmosphere from the very beginning. A light “small talk” before the study begins helps to relieve tension and build rapport, which will help participants behave more naturally and authentically.
3. Pay attention to non-verbal cues
Remember, facial expressions, gestures, and pauses speak as much as words. Watch for these cues and clarify moments that cause confusion or discomfort.
4. Reduce the influence of the observer
Don’t “hover” over participants or suggest solutions. It is crucial to allow the user to act on their own to get more honest data about their experience.
5. Don’t forget to take notes
Even if you are videotaping the session, try to capture your observations. Small details and insights are easier to notice and capture in the moment. These notes will come in handy later when analyzing the data.
Analyzing research results
Once the research is done, it’s important to not only collect the data but also extract valuable insights from it. Here are the key steps to include in the analysis.
1. Use affinity diagrams to organize the data
Group similar responses, observations, and insights into clusters. An affinity mapping with a diagram helps you see hidden patterns and underlying themes.
You can use digital tools, such as Miro or MURAL, or just use physical post-it notes on the board for convenience.
Here’s a great affinity diagram example by Abinash Mohanty from Dribbbel:
2. Calculate important metrics
Calculate key metrics, such as task completion time, user errors, cognitive biases, and customer satisfaction levels (CSAT). According to Dr. Janice Morse:
Face-to-face data collection can introduce biases based on the researcher’s presence, which may affect how participants respond and what they choose to share.
Yet, clear numbers help to argue your conclusions and reinforce hypotheses.
3. Propose solutions
Based on the problems identified, suggest specific improvements. For example, if users are confused about navigation, suggest changes to the menus or site structure.
💡 Pro Tip
Make your recommendations specific and actionable by visualizing the findings, identifying trends and prioritizing insights by impact.
4. Prepare and publish reports
Create a report summarizing your objectives, research methods, key insights, and proposed solutions. Use graphs, screenshots, and quotes from participants for clarity.
This report will be more easily understood by stakeholders and development teams.
Challenges of in-person research
While face-to-face research provides deep insights, it can be complex and costly to organize. During the COVID-19 pandemic, for instance, many researchers reported a significant decline in participant willingness to engage in in-person studies.
According to a study by Health Study Reports, 43% of researchers faced challenges due to participants’ reluctance to attend in-person sessions because of health concerns. Yet, here are some ways to avoid these key challenges.
1. Complex logistics and scheduling
Organizing meetings with participants, finding the right location, and coordinating times for all parties is a challenge.
To avoid the hassle, use scheduling tools (Google Calendar, Doodle) and invite more participants than necessary to make up for possible cancelations.
2. Increased costs
Face-to-face research requires expenses for room rental, transportation, equipment, and participant compensation.
To mitigate these costs, try holding face-to-face sessions only when necessary. Use remote tools (e.g. Live Interviews or UserTesting) for simple usability tests.
💡 Pro Tip
If you want to include user interviews in your UX research, try UXtweak’s Live Interviews! Seamlessly schedule, recruit, conduct, and analyze your all user interviews.
⬇️ Learn more about moderated testing and be the first to try it!
3. The Observer Effect (Hawthorne Effect)
When participants know they are being watched, they start to behave unnaturally.
To prevent this, reassure participants that there is no “right” or “wrong” action and minimize your presence. Using mirrored glass or observing through a camera is a great way to increase the reliability of the data you’re capturing.
4. Managing nonverbal cues
During moderated testing, the moderator may inadvertently influence participants’ behavior through facial expressions, gestures, or intonation.
To avoid it, try to keep a neutral facial expression and control your gestures. Ask open-ended questions and avoid prompting and suggestive phrases like “That was difficult, wasn’t it?”.
Some final tips
Face-to-face UX research is not only about collecting data, but also about creating a trusting atmosphere where participants can freely express their thoughts and emotions.
The success of the session depends on preparation, empathy, and the ability to remain a neutral observer.
- Start with a clear plan: define goals, select methods, and test tools in advance. Be sure to conduct a pilot study to avoid technical glitches and to refine the wording of questions.
- During the research process, stay neutral, avoid pushing questions, and don’t tell the user the “right” thing to do.
- Focus not only on words, but also on non-verbal cues such as gestures, pauses, and facial expressions. Sometimes key insights lie in these cues.
- Take notes as the session progresses, even if you are using a video recording. Your fresh impressions may be more valuable than reviewing the video.
Finally, remember that face-to-face studies are not always necessary. Use them when context and environment are crucial. Otherwise, move to remote user research formats – it’s faster and cheaper.
Wrapping up
Face-to-face UX research helps you understand your users more deeply, but conducting it takes time, effort, and resources.
To make the process easier and more efficient, we recommend UXtweak.
This tool streamlines data collection and analysis, automatically processing usability tests and surveys to deliver ready-made insights that save time and simplify decision-making.
With UXtweak, you can not only conduct face-to-face surveys but also easily adapt them for a remote format, keeping data accuracy high. Don’t waste resources – utilize modern user experience tools! 🐝
