A complete guide to conducting generative user research aims to deeply understand who customers are as people and what they experience in their lives. This helps companies develop products and services that have a more significant impact.

The guide covers generative research, why it is essential, its lasting value, getting stakeholder buy-in, and a step-by-step process for conducting a productive research project from planning to synthesizing results. Critical aspects of the process include defining objectives, choosing participants, crafting interview guides, conducting interviews, and presenting findings. Generative research focuses on understanding the why behind user behaviors rather than just what they do.