UX research is most effective and useful when you know what it is that you’re trying to find out. The first step to understanding what you want to learn from users is deciding on the broad theme of your study, for example:

• How do users decide which website to shop from?
• What makes a user think a product is trustworthy?
• How do users shop online?

Defining the theme of your research will help you narrow it down later on and ask more specific questions that yield useful insights. When brainstorming the theme of your research, get multiple stakeholders and team members involved to ensure you cover all bases.^[1]