Asking about the future in user research

And why this method never works out well

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…