Startups operate in a distinct environment compared to established companies, especially during the crucial zero-to-one phase. In this stage, UX research should prioritize generative research to gain a thorough understanding of user needs and market dynamics, rather than the evaluative research typically favored by larger firms. Big companies focus on refining existing products due to their established market presence, while startups should concentrate on identifying and resolving user challenges. The misconception that strategies from big corporations will seamlessly apply to startups is misleading and often detrimental.
Big companies separate them and mostly focus on evaluative research. While that works for them, it's not useful during the zero-to-one phase.
Generative research is great at the start, to dive deep into user problems. Evaluative research is useful at getting feedback on existing prototypes or live products.
Markets that do not exist cannot be analyzed: Suppliers and customers must discover them together.
There's a fallacy in the startup world of thinking that 'oh, if it works for {insert big co. name} it'll work for me!' - it might, but...
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