UIE Newsletter: On Surveys

Jared Spool

September 2nd, 2015

In this week’s UIE newsletter, we reprint an article from Erika Hall. In it, she explores why quantifying customer results in a survey isn’t always beneficial to a company’s success.

Here’s an excerpt from the article:

Surveys are the most dangerous research tool—misunderstood and misused. They frequently straddle the qualitative and quantitative, and at their worst represent the worst of both.

In tort law the attractive nuisance doctrine refers to a hazardous object likely to attract those who are unable to appreciate the risk posed by the object. In the world of design research, surveys can be just such a nuisance.

Read the article: On Surveys.

How does your company select its research methods? How could it improve its ability to measure success? Share your thoughts with us below.

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