Archive — Focus groups

The secret cost of research

The secret cost of research

A belter of an article on why it is difficult to persuade people to undertake user research:

Research is simply asking questions about how the world works. And asking questions about how the world works threatens established authority.

I especially love the section “Bad research is good theatre”:

Focus groups look like how people imagine research looks. In a special room, controlled. But just because you have a 2-way mirror doesn’t make it anything more than a tea party. Actual ethnographic research happens where the people you’re studying do the thing you want to learn about. It’s often unsatisfyingly messy and low tech.

Fake research makes people money, and it makes people in charge feel good, but it’s useless and potentially dangerous to a design project.

So how do you get decision-makers to see the light? Understand them as people, like a good UXer should!