The User Research Strategist

The User Research Strategist

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The User Research Strategist
The User Research Strategist
Asking about the future in user research

Asking about the future in user research

And why this method never works out well

Nikki Anderson's avatar
Nikki Anderson
May 24, 2019
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The User Research Strategist
The User Research Strategist
Asking about the future in user research
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And why this method never works out well.

It is a tried and true saying: “never ask participants what they want” or “never ask about future behavior.” Why is this?

Let’s deviate for a second: 51 million Americans waste $1.8 billion dollars on unused gym memberships (Source). About 67% of people who sign up for the gym don’t go, yet they still signed up. T…

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