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We hear a lot about analytics, A-B testing, and data mining these days in discussions of problem-solving in user experience, marketing, and design. And those things can be very powerful in answering business-critical questions on a mass scale. But they are not the only ways to collect data – and in fact, for more human-scale questions, exploring things like motivations, preferences, and attitudes, there are much better ways to proceed. This webinar will discuss the uses and pragmatics of using social research methods – such as surveys, interviews, and experiments – to inform practice and strategy for professionals who want to know more about the context of a click than the simple fact that a click occurred.