Testing for a user need

“We’ve developed this thing! Would you use it?” On the face of it, this seems like a simple question for users to answer. Run some customer interviews! Hold a focus group! Send out a survey!

But this approach is fraught with difficulty:

That’s where field visits and user observation comes in. The best way of predicting future behaviour is not to ask people, but to observe them. You need to observe how they go about solving their problem at the moment and then make a decent guess about the underlying need.

“We’ve developed this thing! Would you use it?” On the face of it, this seems like a simple question for users to answer. Run some customer interviews! Hold a focus group! Send out a survey!

But this approach is fraught with difficulty:

That’s where field visits and user observation comes in. The best way of predicting future behaviour is not to ask people, but to observe them. You need to observe how they go about solving their problem at the moment and then make a decent guess about the underlying need.

Load article and continue reading - 3 min read