In her Sunday workshop, Bridget O'Donnell, Senior Content Strategist at Alibaba Group, led participants through some techniques for doing user research.
Screener questions are used to recruit users for the research. Such questions should be designed to not be leading, but more vague.
For usability testing, a maximum of 8-10 tasks is optimal, fewer if the tasks are complex. Surveys ideally would also be 10 questions or fewer, even though online surveys are are longer. Limits help encourage people to participate.
Avoid biased questions; biases can include confirmation, selection, social desirability, interviewer, and primacy/recency. Others include question order, observer expectancy, and non-response biases.
To avoid bias, ensure a diverse and representative sample, create neutral and unbiased questions, and randomize the questions.
Often asking a question directly is the worst way to get information. Develop open-ended questions. A yes/no answer is an indicator of potential bias.
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