Chapter 17
Research into ActionRepresenting Insights as Deliverables
The previous chapters described a wide range of methods to help you better understand your users. But understanding is not the same as taking action.
The best-planned, most insightful user research is worth little to its stakeholders if the problems it finds are never fixed, or the business opportunities it reveals go unrealized. What makes the successful handoff of user research so challenging? Three problems stand out:
1. Researchers and stakeholders may disagree about what the research means.
2. Stakeholders may disagree with one another about what the research means.
3. Even if everyone agrees about the implications of the research, it is still hard for organizations to ...
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