Generative vs evaluative: choosing the right method

The most expensive mistake in user research is running the wrong type of research for the question you're trying to answer. Generative research — interviews, contextual inquiry, diary studies — tells you what problems exist. Evaluative research — usability testing, A/B tests, surveys — tells you how well your solutions work. These are not interchangeable.

[End of the sample transcript included in this front-end demo.]