Cover by Indi Young

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Chapter 2. When? Using Mental Models with Your Other Work

Mental models are just one tool in your toolbox. Here’s an explanation of how they work in conjunction with other methods.

Determine Your Research Method

The best way to choose a user research method is to know what each technique is good for. Most user research techniques can be categorized into three groups: preference, evaluative, and generative. The first of these groups is the most widespread—preference. Not only do you see marketing departments sending out surveys and conducting focus groups, but you also see opinion polls flourishing in the media. Preference research ...

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