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
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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