Strategy & Vision
Every product strategy begins with a claim about what users need. The quality of that claim — based on genuine insight or comfortable assumption — determines almost everything about how the product will perform in the market.
Execution & Design
The statistical approach — surveys, analytics, A/B testing — produces knowledge about what large numbers of users do and say. This knowledge is valuable and essential for understanding market scale. It is, by nature, knowledge about the past and the average.
Impact & Growth
The radical approach — ethnographic research, contextual inquiry, deep individual interviews — produces knowledge about why specific users behave as they do, and what frustrations they've accepted as inevitable because no alternative has yet been offered.
Conclusion
The most powerful user research combines the scale of stat
