- Good research starts with a good question
- Spend more time in the problem space
- User research teams should act as organizational multipliers
- Test digital experiences longitudinally
- Landscape of UX research methods
- UX research activities by product lifecycle
- Qualitative and quantitative research represent different philosophies of knowledge.
- Qualitative methods
- Quantitative methods
- Use prototypes to test refined ideas
Data quality and sample sizes
- What is a good sample size?
- UX researchers should care about strength of evidence
Interpretation and reasoning
- Abductive reasoning infers explanation from observation
- Deductive reasoning tests a theory against data
- Seek disconfirming evidence to more efficiently find the truth of a statement - We shouldn't try to validate ideas but seek invalidating evidence.
- Four Theories of Truth - Epistemology offers four theories governing how to evaluate if something is true or not.
- Inductive reasoning develops new hypotheses based on limited available data.
- Show, don't tell - When working with senior stakeholders who wield considerable authority, it may be more effective to share with them and discuss the data that you uncovered rather than fighting to make the decision yourself.
- Researchers should seek to inform rather than persuade - Researchers should strive to deliver information rather than persuade audiences to help foster trust in the results and in research as a practice.
- Expressing uncertainty doesn't undermine authority - Identifying areas of uncertainty is a positive practice that hasn't been shown to undermine confidence in research reporting.
- Synthesize information from the bottom up but communicate information from the top down - McKinsey's presentation structure, consisting of a key insight that decomposes into subordinate, mutually exclusive but comprehensively exhausted, supporting points.
- Research repositories should generate new knowledge - A repository isn't just a catalogue; it should facilitate the collision of ideas