Generative research, also known as exploratory research, is a type of research typically used in the earlier stages of research, strategy, and design processes. Generative research can include activities like user interviews, ethnographic observation, or workshops with the aim of validate a market opportunity, concept, or to understand what users need in order to better conceptualize a product or service.
Through generative research, teams can find ways to innovate from the building blocks of a comprehensive understanding of user pain points, contexts, and potential use cases of a product or service.