Chapter 12
Surveys
You may know whom you want as your ideal target audience, but do you know who is actually using your product? Are your actual users the people you imagined while building the product, or are they completely different? You may know some things about which parts of your product are used and what people complain about. But how widespread are those complaints? Are people using your product as anticipated, or are they using it for something else? Unless you can get the opinions of a large section of your audience, you won’t know what makes your product popular (or disliked).
Qualitative techniques such as interviews, think-aloud usability tests, and observational research give you insight into why people do the things they do when ...
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