Research frames the UX/UI design process. When applying a framework like design thinking, research is the first step toward effective products. A qualitative research approach could be a user survey or user interviews to gather information about improving a specific product feature, whereas a quantitative research approach could be A/B testing two versions of your company’s landing page to determine which version has higher click-through rates. With any method of UX research, the goal is to understand user behavior and apply findings to decisions that optimize their user experience.