There are 4 types of consumer insights – very simplified. You can do user tests and interview users to find out how they think, or use eye tracking to see what the user sees, take a look in Google analytics to see what the user does or ask users to fill in a questionnaire to see what they say. All methods are good and fill a purpose, but most of the time it is more effective to use several methods in combination. You can use:
User tests – what the user thinks
User tests or user interviews work very well before a project start to feed into the project brief. It can also be used to generate ideas with the user, or during the course of a project to test solutions in the shape of wire frames – does the user understand how to navigate through and how did they experience the process? It can also be used at the end of a project to verify the final solution to see if it answers to the user’s goal.