Sunday Rewind: How accurate is your UX research data? By Martina Kuvalja

This week’s Sunday Rewind is a 2019 #ProductTank London talk from researcher Martina Kuvalja on collecting data if you are part of a small team, and how to have meaningful conversations with the research members of your team.

Applying UX involves first asking research questions, followed by data collection, analysis, and then reporting on your findings. She says researchers must ask themselves if the data collected accurately represents an authentic experience or behaviour, whether the right data is being collected and whether it is valid.

There are two types of research methods, self-reporting and behavioural. Self-reporting is used to collect indirect measurements, such as attitudes or opinions, about certain behaviours. The behavioural method focuses on achieving direct measurements of a specific type of behaviour.

Sources of bias during data collection include the user, researcher, instrument or context. Martina offers examples of potential bias and threats, and how to mitigate them while conducting research using either research method.

Watch the original talk:  How accurate is your UX research data? By Martina Kuvalja