Study participants will often respond to questions with words that describe their feelings about the product but that don’t get at why they might feel that way. Words like “cool,” “intuitive,” “fun,” and “confusing” are nice, but it’s more helpful to know what it was about the product that elicited that user reaction. Don’t assume you know what makes a product cool!
Need to be completely without ego. Pretend you're an alien.
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