In today’s fast-paced digital world, startups in Nigeria are rapidly emerging with high competition bringing forth innovative products. Therefore, understanding one’s target audience is critical, especially in a market where customers primarily engage more with trends. It is essential to capture users’ interest while developing products and services that meet their needs.

A vital factor to consider when developing this product is the customer’s mindset when approaching a new/innovative product.

Therefore, research is the crux of a product’s DNA. It is essential to step into the target audience’s minds to ensure a product is filling an existing vacuum and to understand their perception towards the product to ensure its value is effectively communicated.

The position highlighted in the previous paragraph is where a ‘user research’ steps in. User research is the process of understanding users’ behavior, pain points and motivations to develop products that solve their problems.

Hiring a user researcher can be expensive, especially for early-stage startups.

In this article, we will explore different user research methods that startups can use to succeed, even if they need help to afford a user researcher at the discovery phase.

Online surveys
Online surveys are a popular and cost-effective way to collect data from a large number of users. Startups can use online survey tools such as SurveyMonkey, Google Forms, Typeform, and Qualtrics to create and distribute surveys. Online surveys help collect quantitative data, such as demographic information, user preferences, and behavior patterns. Surveys may be distributed through social media, email lists, or advertising campaigns. The results can be analyzed using statistical tools to make data-driven decisions.

Customer interviews
Customer interviews are a qualitative research method that can help startups to understand user needs, pain points, and preferences. Startups can interview in person, over the phone, or through video conferencing. Interviews can be structured or unstructured and can be used to gather insights into user behavior, motivations, and expectations. Startups can also use customer interviews to validate hypotheses and test prototypes.

Social media listening
Social media listening is a way to monitor social media platforms for mentions of a startup, its products, or competitors. Startups can use tools such as Hootsuite, Sprout Social, or Brandwatch to track conversations and sentiments about their brand. The brand can use social media listening to identify trends, gauge perception, and understand user feedback.

Startups can also use social media listening to identify potential customers, engage with them and gain deeper insight into their products and competitors.

A/B testing
A/B testing is a research method that involves testing two variants of a product or feature to see which one performs better. To try different product variations, startups can use A/B testing tools such as Optimizely, Google Optimize, or VWO. A/B testing can be used to optimize user experience, improve conversion rates, and validate assumptions.

In-app analytics
In-app analytics is a powerful tool for startups to understand how users interact with their products. Startups can use analytics tools such as Google Analytics, Mixpanel, or Amplitude to track user behavior, such as how users navigate through the app, what features they use, and how much time they spend on each feature. Analytics data can be used to identify usability issues, user engagement patterns, and feature preferences. The big question is to ask what does this improves.

The success of any startup depends on how well it understands its target audience, tests product ideas, gathers feedback, and validates hypotheses. This feedback helps you refine the product offering, reduce development costs, and make it easier for intending users. A good user experience is essential to the success of any digital product.

An example can be seen in the growth of some startups in Nigeria, such as Grey. Grey was launched in 2020 to solve the problem of receiving payments in Nigeria. The first version was built so that a user gets dollars into a designated dollar account through multi-channel payment gateways. Then, the platform working with an offline bureau de change pays the currency equivalent to the user’s account. After getting feedback, Grey realized that receiving foreign payments was still a problem. The product has experienced modification and reiterations tailored to solving users’ problems.

Another example is Cowrywise, a financial technology company registered and licensed to help people save, invest and build wealth. Cowrywise was founded in 2017 with about 2000 users and products catering to a demographic interested in savings. In 2020, the number of users grew to about 300,000.

After several user research, the company expanded its product to accommodate a larger audience and cater to the growing needs of its users.

In conclusion, startups can use various user research methods listed in this article to succeed even if they cannot afford a user researcher during the discovery phase.

Online surveys, in-app analytics, customer interviews, social media listening, and A/B testing are all cost-effective ways to gather user insights, validate assumptions, and make data-driven decisions. By leveraging these methods, startups can create products that meet user needs, improve user experience, and drive business growth.

Patrick Ademola Ogundele is a User and Product Researcher writing from Lagos, Nigeria.