Generative research explores possibilities. Think brainstorming - interviews, workshops spark new ideas and user needs.
Evaluative research, on the other hand, assesses what exists. Usability testing, surveys measure effectiveness. It refines existing designs - imagine testing website layouts to find the most user-friendly one.
In short, generative = exploration, evaluative = refinement. Together, they create a powerful research loop for effective solutions.
Generative Research vs. Evaluative Research: What's the Difference?
(Dovetail)
https://dovetail.com/blog/generative-evaluative-research/
Generative vs Evaluation Research
(Usertesting.com)
https://www.usertesting.com/resources/topics/generative-vs-evaluation-research
A Primer on Generative Research
(Medium)
https://loop11.medium.com/generative-research-everything-you-ought-to-know-to-run-a-successful-study-a466bd689775