Making Use of User Research
- Topics:
- Marketing Strategy
- Tags:
- Cooper,
- Management,
- Marketing,
- Marketing Research,
- Productivity,
- Strategy
- Source:
- Cooper
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Overview: Designing or redesigning a product often feels like a risky proposition, especially in today's business climate. Those responsible for defining the product offering and marketing want reliable, measurable data to define success both incrementally and overall. By focusing on how a product performs in the lab without broader knowledge of the user's environment and goals, measurement alone may be misleading. To get the most value and meaning out of user feedback it is important to choose the appropriate method for conducting and analyzing user research. User research can be roughly broken down into two types: usability testing and ethnographic field research. Use ethnographic techniques to gain clues about what users need and what they expect while using usability testing to rate the effectiveness of specific tools, interface elements, and design choices.
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Format: HTML | Date: Sep 2001 | Pages: 1
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