Research is an integral part of both the UX and UI design processes. In order to create successful user experiences, UX and UI designers typically spend a considerable amount of time collecting both quantitative and qualitative data. Some common ways of collecting data during the research process include conducting surveys, interviewing representative demographics in focus groups, and employing usability tests to see how a product might be interacted with in the real world. This data is then used to direct the development of the product to improve the overall user experience.