User research is such an art if taking the time to understand context. When you get into it, you quickly realize the evil of surveys.
Research boiled down is either discovery (would they use it) versus usability (can they use it?) via Margolis.
Steve Portigal tips are v good:
Melissa Perri’s lists of quant vs qual feedback … quant:
• Click Tracking • Conversion Funnels • A/B Testing • Heat Maps
Qual (speaks to how customer service is an aspect of the improvement loop)
• Open Ended Surveys • Usability Testing • Customer Feedback • Help Desk Calls
And lastly for qual interview questions she recommends:
• Ask the user to complete a task
• Ask open ended questions
• Don’t lead the person
• Always ask why
• Stop talking! Let the user talk!
