The Good

06/15/2026

If you have a pressing business question, identifying the right research method to answering it could be your missing piece.

The right research approach depends on your specific situation, but here’s how to begin:

1. Start with the business question, not the research method. What decision are you trying to make?
2. Consider what you already know. Sometimes existing analytics or customer feedback can narrow your focus before conducting new research.
3. Think about timeline vs. risk. Higher-stakes decisions justify longer research timelines.
4. Don’t let perfect be the enemy of good. Rapid testing that gives you 80% confidence in 3 days is better than comprehensive research that misses your decision deadline.
5. Plan to iterate. Research often reveals new questions. That’s expected and valuable.

Need help determining the right approach for your specific challenge?

Our team of experts answers the most common UX research questions.

06/09/2026

A user just clicked “Start Free Trial,” full of optimism after reading your landing page, watching your demo video, maybe even seeing a glowing case study. They’ve been sold. They’re in.

Then the product loads.

And the experience they get doesn’t quite match the one they signed up for.

It’s not always dramatic. Sometimes the product is genuinely good. But it’s more complex than the marketing suggested. Or the “instant insights” they were promised require weeks of setup. Or the interface that looked sleek in the screenshots feels confusing in practice. Or the workflow they were counting on is buried three levels deep.

Whatever the specific mismatch, the effect is the same. The user’s mental model of your product collides with the reality of it; that collision creates doubt, and doubt in the first 30 days of a use experience is fatal.

Here's how to solve for that challenge:

Your SaaS trial window is shorter than you think.

06/03/2026

Every product team faces similar questions: Why aren’t users converting? Which design should we choose? What features do users actually want? The challenge isn’t just finding answers; it’s knowing which research method will get you there efficiently.

This guide matches common business questions to the right ux research approaches. Whether you need answers in days or require deeper investigation, you’ll find a practical path forward.

Our team of experts answers the most common UX research questions.

05/27/2026

Your SaaS trial window is shorter than you think. Here's where the gap between what you promise and what users experience is quietly killing conversions (and your retention).

Your SaaS trial window is shorter than you think.

05/18/2026

We collected common UX research questions and got our team of experts to share how they would answer them.

This is The Product Manager’s Guide to Choosing the Right Research Method 👇

Our team of experts answers the most common UX research questions.

04/27/2026

Our team tested 6 AI research tools against real users. This is the verdict.

We say the same thing about AI user research tools that we say about best practices: they’re a starting point, not a strategy. They get teams that have never done research to 70% of the answer. For a team with established processes and real users to test with, they don’t solve problems we have.

The hype runs well ahead of the utility, and the most dangerous outcome isn’t a team using these tools and getting incomplete results; it’s a team using them and thinking they have the full picture.

The last 30% of research quality, the part that connects real human behavior to your most important optimization decisions, still requires real users, real data, and experienced researchers who know what to do with both.

Not sure where AI tools fit in your research process…or if they should? Our team has done the testing.

Here's what our team found after weeks of hands-on testing.

04/23/2026

When teams reach out to The Good, they’re usually facing a specific challenge: conversion rates have plateaued, a new feature isn’t getting adopted, or they’re not sure which direction to take with a redesign.

They don’t need research for research’s sake. They need a clear path from “we have a problem” to “here’s what to do about it.”

Research should systematically move you from understanding problems to implementing solutions. No guesswork. No dead ends. Just a repeatable process that gets you actionable answers.

That’s what a double diamond UX research framework does.

04/21/2026

There’s a question Dan Long asks at every stage of the subscription funnel. Before a brief is written, while a landing page is in production, and again once the design is done. It isn’t about click-through rates or cost per acquisition. It’s simpler than that, and more human: What’s in it for me?

“Anytime we’re evaluating a product or service, we think about it subconsciously as a consumer,” Long says. “As a marketer, we need to think about the human aspect of marketing.”

Dan recently wrapped up six years at The Atlanta Journal-Constitution, one of the American South's most storied news organizations, where he served as Senior Manager of Conversions and Optimizations. In that time, AJC grew its digital subscriber base from 24,000 to over 101,000, a transformation driven by a mix of smart product strategy, rigorous testing, and a philosophy that puts the reader at the center of every decision.

We sat down with Dan for a conversation about how he thinks about the subscription funnel, what makes digital media conversion uniquely hard, and why the best optimization work always starts with the human on the other side of the screen.

Learn how The Atlanta Journal-Constitution grew digital subscribers from 24,000 to over 101,000.

04/16/2026

Every week, a new AI research tool promises to change how teams understand their users. Faster insights. Cheaper than recruiting. Results in minutes instead of weeks.

The demo videos are compelling, and the pitch is always some version of the same thing: why spend time and money talking to real users when AI can simulate them for you?

We decided to find out if any of that holds up. Over the course of February and March, The Good’s team of UX researchers and strategists ran hands-on evaluations of six AI user research tools.

We tested them against real client projects, comparing outputs side-by-side with findings from our established methods, and sitting through demos with enough pointed questions to make the sales reps uncomfortable.

Our answer isn’t a simple thumbs up or thumbs down. Some of these tools are genuinely useful for the right team, in the right situation. Others are impressive on the surface, with not much underneath. And nearly all of them, once you get past the marketing language, will quietly acknowledge they can’t replace real user testing.

Here’s what we actually found.

Here's what our team found after weeks of hands-on testing.

04/13/2026

We are sharing our interpretation of the double diamond ux research framework for teams that need answers, not just data.

Learn how our interpretation helps teams find answers, not just data.