• Introduction

    • Between both of us authors, we have been in the research, design and user-experience fields for over 30 years. We have collectively conducted hundreds of studies with a wide range of different research methods - everything from qualitative to quantitative testing, and loads of both moderated and unmoderated studies. 

    • As researchers, as designers, as people who are working on user experiences, we all understand the value of user-centered design. We know that we need to understand and analyze customer behaviors as well as user attitudes and perceptions and that there are a myriad of ways to get there.

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