Четыре принципа, которые вы должны помнить перед проведением исследования:
• Пользователи думают не так, как вы
• Пользователи не имеют четкого представления о причинах своего поведения
• Лучший способ предсказать будущее поведение пользователя — посмотреть на его прошлое поведение
• Поведение ваших пользователей зависит от контекста
Ко второму пункту есть отличная иллюстрация:
«One of many studies proving this is the case comes from the field of choice blindness. In this study, a researcher showed a participant two pictures of different women, and asked the participant to point to the most attractive. If you were a participant in this study, you would have seen the experimenter hand you your chosen picture, discard the other photo, and then ask you to justify your choice.
Unknown to participants, the experimenter was a part-time magician, and using a sleight of hand technique he was really showing the participant the picture of the woman rated less attractive. He now asked participants why they had chosen that picture.
Remarkably, even when the photos weren’t that similar, the majority of participants didn’t spot that they were now looking at the woman they thought was less attractive. Even more curiously, participants now provided “explanations” for their choice. So for example they might say, “Well, I chose this picture because I like blondes”, even though the participant had really chosen a brunette (whose picture was now face down on the table). People made up reasons to justify their choice.»
https://www.userfocus.co.uk/articles/field-guide-to-psychology.html
