How Surveys Can Benefit User Experience Research

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Because clickstream data is so readily available, we can easily measure/quantify users’ behaviors on websites, apps, etc. So is there any point in conducting surveys to get inside user’s heads, to measure their attitudes and preferences? After all, the best predictor of behavior is past behavior, not self-reported attitudes.

Surveys can nonetheless answer questions about our users that clickstream data cannot. Here are some scenarios:

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