Why Research Objectives help setting up useful tests

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In short, research objectives ensure that product development is purposeful, data-driven, and efficient. They bring focus to each phase of testing, helping teams avoid the trap of vague, endless tweaking that happens during the process of setting up a test. Without clearly defined objectives, even the most innovative product risks missing the mark with its audience.

We know user experience can make or break a product which is why getting it right from the start is non-negotiable. Whether it is about refining a website’s user journey, clarifying messaging, or making the path to purchase crystal clear, having clear research objectives is the first step toward ensuring product success.

Why should we set Research Objectives

In today's fast-paced digital world, building a great product isn’t just about innovation—it's about knowing your audience, understanding their needs, and testing assumptions. Research objectives are at the heart of that process, helping companies chart the right course. But why are these objectives critical, especially when developing or refining products? In this article I’ll share some objectives we’ve used at ubbu.

Why are we running the test at all?

Every researcher at Farfetch would ask me this. It’s a great question. It places you right in the problem space, which is where a product manager and designer should start their thinking process. Every product launch or update begins with a question: Why are we doing this? Without clear goals, even the most data-driven research can feel directionless. For instance, if a company's target is to reach a certain number of subscriptions by a given date, we need to understand how to engage our audience. Perhaps the goal is to persuade parents to enroll their children in an educational program, such as ubbu. To reach this goal, we must first understand where the customer journey breaks down—are parents confused by the messaging on the website? Do they clearly understand the value the product brings? Do they get that we have a family subscription? Does it suit their needs? These are critical questions that research objectives help answer.

For example, if the aim is to increase subscriptions, the company might focus on improving the overall visibility of the product and ensuring that parents fully grasp the services and value propositions early on. Without these research objectives, the company risks spending time and resources on changes that don’t actually address their real challenges.

What are we testing?

Once the goals are set, it's time to pinpoint what needs to be tested. Clear objectives ensure that product teams don’t just test for the sake of testing, but instead focus on meaningful areas. Are we testing for clarity? User excitement? Ease of discovery?

In the case of a digital product aimed at parents, for example, testing the pre-website journey, the website itself, and the path to the actual product becomes crucial. Are we providing parents with enough clarity to understand what our product is? Do we convey excitement and assurance so they trust their child’s experience with it? Are we setting them on the right path to successfully onboard the product?

By focusing on specific areas like the clarity of messaging or the timing of calls to action (CTAs), product teams can refine their approach, making small but significant changes that resonate with their target audience.

What Does Success Look Like?

Setting research objectives also helps define success. It's easy to make changes, but without clear success metrics, how do you know if those changes are actually making a difference? In a world where companies track everything from user clicks to engagement times, it’s crucial to ask: What does success really look like?

In our example, success might be as simple—and as powerful—as a user being able to clearly articulate what the product is. For the parent looking to sign up their child, they need to not only understand the service but also see how it benefits their child. Research objectives guide companies toward defining what user clarity looks like. If users can describe the product in their own words and express its benefits, then the research and testing process has worked.

Why it’s important to start with strong research objectives

Clear research objectives not only guide the process but also ensure accountability. They help teams justify the time and money spent, offering confidence that the right questions are being asked—free from the bias of preconceived solutions. By defining these objectives early on, product teams remain grounded, focused on what truly matters. Reviewing these goals at the end of the process guarantees that the research stays on track, aligned with the initial vision. Anticipating potential user feedback and comparing it