Chapter 8 User Research: Contextual Interviews

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User Research: Contextual Interviews

Market research has taken many forms through the years. Some may immediately think of the kind of focus group shown in the TV show Mad Men. Others may think of large surveys, and still others may have conducted empathy research when using a design thinking approach to product and service design, which I’ll define later in this chapter.

While focus groups, surveys, and empathy interviews can be great tools to get to what people are saying, and maybe some of what they are doing, they don’t get to the why behind these behaviors. Nor do they get us the level of detail in analysis we would like to have to meaningfully influence product and service design ...

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