Guerrilla research: quick, not dirty

The term guerrilla is a play on the ‘impromptu’ nature of this research methodology, in which you are out in the ‘wild’ - talking to real people on the street. When conducting guerrilla research you need to be mindful of adapting your approach to these circumstances.

Despite its name, guerrilla research can provide reliable results if the approach is planned rigorously and the implementation is systematic and consistent. However, due to the influence of misleading expressions like ‘just do it’ and ‘quick and dirty’, more often than not we see designers and researchers applying it incorrectly.

In this article, we’ll show you the benefits of guerrilla research, highlight when it is appropriate to apply, and equip you with eight rules of thumb to follow when conducting guerrilla research. 

The term guerrilla is a play on the ‘impromptu’ nature of this research methodology, in which you are out in the ‘wild’ - talking to real people on the street. When conducting guerrilla research you need to be mindful of adapting your approach to these circumstances.

Despite its name, guerrilla research can provide reliable results if the approach is planned rigorously and the implementation is systematic and consistent. However, due to the influence of misleading expressions like ‘just do it’ and ‘quick and dirty’, more often than not we see designers and researchers applying it incorrectly.

In this article, we’ll show you the benefits of guerrilla research, highlight when it is appropriate to apply, and equip you with eight rules of thumb to follow when conducting guerrilla research. 

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