Knowing How Reasearch Insights | UX Research UK

UX - Journeys of Discovery

UX Research is all about journeys of discovery through mind and behaviour. From the big questions to actionable insights, the right research planning, tools and methods uncover the answers you need.


​Delivering a successful user experience depends on a deep understanding of users - not just their goals and needs, but their context and how their mindset works. Understanding minds and behaviour in context is the key for digital experiences that are effective, efficient, engaging and enjoyable. What we do is get the insight that shapes the key.

Improving User Experience

We are expert in human cognition and psychology – mind and behaviour.  We do what we do because what we do leads to improved user experiences and competitive advantage for our clients.  And we love doing what we do - the joy of research.

Making the Difference

Knowing How is a UX Research specialist, working in private, public and NGO sectors. Research is our business - we research people in whatever context they live and work in.

From packages of discovery research, to evaluative testing, through to end-to-end projects managed and delivered in full - this is what we do.


We've been doing it for more than 15 years.

Our hall-mark is evidence-based actionable insights - reported effectively, efficiently, engagingly - delivering strategic advantage.

Full confidentiality and discretion guaranteed. GDPR compliant.

GDS experienced.



Our UX Research Principles

  • Represent the users' voice

  • 100% focus on understanding users: goals, needs, problems, behaviours and contexts, so… not the stakeholders, nor the funders or business owners!

  • Understand what the user experience looks like

  • Apply method to suit the need

  • Only analyse / report what is there in the evidence

  • Analysis is more than an affinity map or coding - method of analysis applied according to research question

  • Pin insight findings to organisational objectives and aims

  • Effective collaborative working as part of  agile multi-disciplinary teams

  • Address assumptions head on and iteratively

Our Values

  • Do no harm

  • Challenge assumptions

  • Manage and reduce risk

  • Honesty and integrity

  • Focus on users

  • Embedding accessibility and inclusivity thinking and action at all levels, at all stages

  • Work transparently and collaboratively with our clients

Knowing How User Research | The Joy of Research

User Research


Discovery research – or generative research – is where the journey begins. We start with a research plan and an initial dive into understanding the project, the stakeholders, the aims and objectives. Often we tease out facets and nuances not seen before. This sets directions for our research question. Next, the world of the users – who are they, what are they trying to do, what are their challenges, why, what, how, when….? We search for enough detail to see the current customer journey - what works, what doesn’t, why, how? The world of ‘as is’. Play these insights back into the stakeholder discovery data and what can we see?


Next, evaluative research. We have lots of different techniques and tools depending on the context, the users, and the research question: usability and concept testing, surveys, A/B testing, comparative testing, Tree testing and more. Like discovery research, most can be applied remotely reducing time and cost – but maintaining integrity and validity of findings. This is where we dig into users’ minds and behaviours using MVPs, prototypes or full apps (retrospective evaluation) - the world ‘as it could be’.

User Research UK

Actionable Insight

Data analysis is an iterative and collaborative process involving all team members - all perspectives are captured and played in. There are many methods of analysis we can apply (it doesn’t all start and end with an affinity board!) – content, grounded theory, thematic, discourse, action research are just some. What we do depends on what we aim to achieve…. And that’s why a research plan is essential. We report our findings and actionable insights using  our clients preferred method – visualised presentation to a full written report. But the key point is: all findings and insights are traceable right back to the source – the raw data. We only report what we find.

What we deliver is a plan for change and a rationale connected to evidence.

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Get in touch

Lesley Crane PhD, Lead UX Researcher

There may be nothing new over the hills, but there's always something to learn. Researchers thrive on meeting new people, making new friends and partners, tackling new problems and challenges and I'm no different. A problem shared is a problem halved. A new friendship made is an opportunity to grow. A new partnership forged is an opportunity to imagine. And I have a very large soap box with two words written on it: "PROPER RESEARCH". I make an open invitation.

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