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Just Enough Research by Erika Hall

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9. Quantitative Research

“If they will not understand that we are bringing them a mathematically infallible happiness, we shall be obliged to force them to be happy.”

YEVGENY ZAMYATIN, We

Optimize.

That’s such a nice word. Optimize. Making something the very best it can be. Who doesn’t want to do that?

Now that you’ve done all of the hard work to design and develop your site, service, or application, you want to make sure that it’s the best. You want to optimize it. Optimizing a design is the chief aim of quantitative research and analysis. There are a lot of people out there who—in exchange for your money—very much want to help you do this. Google even offers a free tool called Optimizer (or they did—it’s called “Content Experiments” now). ...

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