7.4 Flashcards
benefits of primary research
better understand the problem
first hand data
flexibility
benefits of secondary research
quick
easy to source
available
saves time + money
wider context
quantitative research
data driven + objective, measurable (who what where etc)
qualitative research
abstract + subjective, open to bias, lack of reasoning (why, how)
field research
process of gathering qualitative data abt the interactions of people with designs in their natural environments (work, home…). first hand observation of user experience
can really help discover new design opportunities
why is field research reliable
due to real life context
advantages of field research
first hand knowledge
specific data
more user centered designs
disadvantages of field research
quite narrow data
emotionally taxing bcs need to establish relationship between interviewer + user
method of extremes
method in which the extreme ranges of a population are sampled in order to design for
what percentiles are typically used in the method of extremes
typically 2.5 and 97.5 percentiles
advantages of method of extremes
greatest number of users accommodated
disadvantages of method of extremes
may be sensitive for groups to be involved => you have to be more refined in design process
user observations
intended client uses design while experts observe, taking notes. can happen in a field or controlled environment
advantages of use observations
insight into customer experience
tested under use conditions
help find usability issues
disadvantages of use observations
likelihood of observer bias
data may be difficult to analyse