UX Research & Insights
Research that
drives
decisions.
We help product teams understand their users at depth — so every design decision is grounded in evidence, not assumption.
// What we do
Research services
for every stage
01
Usability testing
Moderated and unmoderated sessions revealing exactly where users succeed, struggle, and abandon.
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02
User interviews
In-depth conversations that surface unmet needs, mental models, and real motivations.
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03
Survey research
Quantitative studies designed to validate hypotheses and measure experience at scale.
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04
Journey mapping
End-to-end visualisations that align your team on what to fix first and why.
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05
Card sorting & IA
Structure your content and navigation around how users actually think.
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06
Research strategy
Build an in-house research practice — tooling, templates, and team training included.
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// How we work
Four steps. Zero guesswork.
01
Discovery call
We learn your product, team, and the real question you're trying to answer.
02
Research design
We propose the right method, recruit participants, and build a study plan.
03
Field & analysis
We run sessions, synthesise findings, and surface the patterns that matter.
04
Insights report
A clear, actionable report with prioritised recommendations your team can act on.
"DataDrives gave us the clarity to make decisions we'd been debating for months."
Kyle Borner — Co-founder, White Buffalo Creative
Ready to understand your users?
Book a free 30-minute discovery call. No commitment — just clarity.
Book a discovery call
// Our services
Research tailored to
your stage
From early discovery to post-launch optimisation — we have the right method for every question your product team is asking.
🔍
Usability testing
Moderated and unmoderated sessions that reveal exactly where users succeed, struggle, and abandon — with video evidence your team can act on immediately.
QualitativeRemoteIn-person
🗣
User interviews
In-depth 1-on-1 conversations that surface unmet needs, mental models, and real motivations behind user behaviour — not just surface preferences.
QualitativeDiscoveryn=8–15
📊
Survey research
Quantitative studies — including CSAT, UMUX-Lite, and custom instruments — designed to validate hypotheses and measure experience at scale.
QuantitativeLongitudinalBenchmarking
🗺
Journey mapping
End-to-end visualisations of the user experience across touchpoints that align cross-functional teams on where to invest and what to fix first.
WorkshopMixed methodsStrategic
🧩
Card sorting & IA
Open and closed card sorts that reveal how users naturally organise information — so your navigation and content architecture matches their mental model.
QuantitativeIANavigation
📋
Benchmarking
Comparative studies measuring task success, efficiency, and experience scores across products, platforms, or release cycles — giving you a data-driven baseline.
CompetitiveLongitudinalMetrics
🧠
Research strategy
Build an in-house research practice from scratch — including research ops setup, tooling selection, templates, prioritisation frameworks, and team training.
ConsultingResearchOpsTraining
🥽
Emerging tech research
Specialised studies for AI tools, VR/XR ecosystems, and novel interfaces — where standard usability methods need adaptation for immersive or generative contexts.
AIVR/XREmerging
Not sure which method fits?
Tell us your question — we'll recommend the right approach for your timeline and budget.
Talk to a researcher
// Case studies
Research in the
real world
A selection of studies across AI, VR, aviation, and enterprise software — each one designed to answer a specific product question with rigour.
Benchmarking
AI · Video generation
YouTube and TikTok AI Comparative Benchmark
A comparative benchmark evaluating the usability and quality of AI video generation workflows across two major platforms — measuring prompt handling, workflow discoverability, and creator experience.
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Usability testing
VR · Meta Quest
Quest VR Settings Remote User Test
A moderated remote usability study evaluating how users discover, navigate, and understand settings within the Meta Quest VR ecosystem — identifying friction points, mental model mismatches, and labelling confusion.
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Longitudinal survey
Aviation · Kiosk
Alaska Airlines Self-Service Bag Tag Station — CSAT / UMUX-Lite
A continuous weekly survey program measuring usability and satisfaction at Alaska Airlines self-service kiosks — tracking experience trends over time, detecting post-release degradation, and identifying recurring friction.
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← Back to case studies
Benchmarking · AI · Video generation
YouTube and TikTok AI Comparative Benchmark
Research goals
- Compare the usability of AI video generation workflows between YouTube and TikTok
- Evaluate the quality and controllability of generated videos from text prompts
- Identify creator pain points and workflow friction
Research questions
Usability & Workflow
- How discoverable is the prompt-to-video workflow?
- How difficult is it to generate videos?
- How quickly can users generate usable content?
Prompt handling
- How accurately does each platform translate user text prompts into visually coherent and contextually relevant video outputs?
- Which system allows better stylistic control?
Execution
1 month of remote interviews where users shared their screens and went through designated apps and tasks.
Remote
Moderated screen share
Quantitative metrics
| Metric |
|---|
| Success Rate |
| Failure Rate |
| Difficulty Rate |
| Success with Ease Rate |
| Task Health |
| Time on Task |
| Experience Score |
Deliverables
- Benchmark scorecard
- Executive insights report
- Video clips highlighting major task issues
← Back to case studies
Usability testing · VR · Meta Quest
Quest VR Settings Remote User Test
Project overview
This research study evaluates how users discover, navigate, and understand settings within the Meta Quest VR ecosystem. The focus is on identifying usability and discoverability issues related to system settings, privacy controls, device preferences, and configuration options within immersive VR environments.
Research objectives
- Evaluate discoverability of core Quest settings
- Identify navigation friction points
- Measure task success for settings-related actions
- Understand users' mental models of VR settings architecture
- Identify terminology or labelling confusion
- Assess discoverability of experimental features
Methodology
Core user tasks:
- Adjust privacy settings
- Change home environment
- Adjust boundary settings
- Locate experimental features
Example recommendations
Note: These are illustrative recommendations, not actual findings from the study.
Improve settings categorisation
- Group settings by user intent rather than technical function
- Use plain language category labels instead of technical jargon
- Reduce overlap between categories to prevent ambiguity
Reduce deep menu nesting
- Limit settings depth to 2–3 levels maximum
- Surface high-frequency settings higher in the hierarchy
- Use progressive disclosure only for advanced settings
- Avoid hiding important features inside unrelated categories
Deliverables
- UX research report with prioritised usability findings
- Severity-ranked recommendations
- Video highlight clips
- Executive summary presentation
← Back to case studies
Longitudinal survey · Aviation · Kiosk
Alaska Airlines Self-Service Bag Tag Station — CSAT / UMUX-Lite
Project overview
This project focused on evaluating product usability, user satisfaction, and overall experience performance through a continuous weekly feedback program. The research combined quantitative UX metrics using UMUX-Lite and CSAT with longitudinal survey tracking to identify usability trends, friction points, and experience improvements over time.
Primary goals
- Measure usability performance over time
- Track customer satisfaction trends
- Identify recurring usability issues
- Monitor changes after releases or updates
- Build a benchmark for overall UX health
- Detect early warning signs of experience degradation
Research methods
UMUX-Lite
Usability framework
Weekly UX survey program designed to collect qualitative comments, capture recent experience feedback, measure usability, assess satisfaction levels, and identify friction points.
Key insights
Note: These are illustrative insights, not actual findings from the study.
- Users that reported issues were mostly using the kiosk located at the Alaska Airport
- Usability scores declined following major workflow updates
- Repeated complaints revealed scanning issues
- Small UI improvements significantly increased perceived ease of use
Deliverables
- Weekly UX performance dashboards
- Trend analysis reports
- Stakeholder summaries
- Qualitative insight synthesis
// How we work
Four steps.
Zero guesswork.
Every engagement follows the same rigorous structure — from a focused discovery call to a clear, prioritised insights report your team can act on immediately.
01
Discovery call
We start by understanding your product, your team's current questions, and what's already known. This 30-minute call is free and helps us scope the right research approach — no templates, no assumptions.
Free30 minScoping
02
Research design
We propose the most appropriate method for your question, budget, and timeline. This includes study plan documentation, screener criteria, discussion guide or survey instrument, and participant recruitment.
Study planRecruitmentProtocol
03
Field & analysis
We conduct the research — moderated sessions, surveys, or benchmarking runs — and synthesise findings using rigorous affinity mapping, severity rating, and statistical analysis depending on method.
ModeratedSynthesisAnalysis
04
Insights report
You receive a clear, prioritised report with actionable recommendations, severity rankings, supporting evidence, and — where relevant — video highlight clips. We also offer a readout session to walk stakeholders through findings.
ReportReadoutVideo clips
Ready to start?
Book a free discovery call and we'll scope the right research for your team in 30 minutes.
Book a discovery call
// About DataDrive
Mixed methods research
for modern products
We're a UX research practice specialising in data-driven, human-centred research across AI, VR, e-commerce, aviation, and enterprise software.
// Our story
DataDrive was founded by mixed-methods UX researchers with 6+ years of experience helping teams build better products through data-driven insights and human-centred research.
Our work spans AI tools and VR ecosystems to e-commerce experiences and large-scale digital platforms. We've partnered closely with Product, Design, Engineering, and leadership teams to influence strategy, improve usability, and scale research practices across organisations.
We've conducted research for organisations including Meta, Microsoft, Alaska Airlines, Lenovo, and AnswerLab — supporting products ranging from AI tools and VR ecosystems to e-commerce experiences and large-scale digital platforms.
More recently, we've focused heavily on AI-related research, evaluating the usability, effectiveness, and real-world workflows of emerging AI products — including comparative benchmarking studies, task-success analysis, and experience scoring frameworks.
// Expertise
// Clients & partners
MetaMicrosoftAlaska AirlinesLenovoAnswerLab
// Get in touch
Let's talk about
your research needs
Whether you have a specific study in mind or just a product question you're trying to answer — we're here to help scope the right approach.