Pick the Research Method by the Question, Not the Calendar
Choose a UX research method based on the decision and evidence type.
A method is only strong when it can see the thing you need to know. Method choice is a validity decision. NN/g's research-methods framework separates methods along dimensions such as attitudinal versus behavioral, qualitative versus quantitative, and context of use. That matters because every method sees only part of reality. Interviews reveal remembered motives and language. Usability tests reveal task behavior under observation. Analytics reveal what happened at scale but not why. Diary studies reveal changes over time. The mechanism is fit between the decision risk and the evidence type. When the team needs to understand why people abandon a…
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