The report was based on data from a survey of 2,238 professionals who work for companies in a range of verticals (19% B2B technology/software, 12% advertising/marketing, 12% B2C technology/software, 57% other industries).
Some 72% of respondents say their company conducts use research before beginning the development of products/services/campaigns, and 76% say their company does so during the design/prototyping phase.
Just over half (52%) of companies do additional user research after products/services/campaigns have launched, according to respondents.
Some 70% of companies say they conduct user research on their websites; 54% test prototypes; and 50% conduct user research on their competitors' offerings.
Most respondents (87%) say their company uses user research to understand customers' needs/attitudes; other top motivations are to test prototypes/wireframes (72% cite it as a way they use user testing) and to educate upper management/other stakeholders (53%).
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji