Evaluative research is a type of user research that aims to determine or evaluate how well a product or service is meeting the needs of its users.
Evaluative research is key to identifying specific issues with a product or service that is in development or already in market. As such, evaluative research practices typically occur once a product or service is in development, rather than during early exploratory phases.
Research methods used as part of evaluative research include usability testing, A/B testing, and first-click testing, all aimed at gaining insights into participants’ behaviour while using a product or service and on an ongoing basis.