Article review - User Research Smoke & Mirrors, Part 5: Non-Scientific User Research isn’t a Bad Thing

As Christopher Fahey relates in his article, scientific quantitative analysis may be the only measure that gives an extensive and detailed analysis but less rigorous methodologies like card sorting and focus groups may be more useful to a user experience designer. Usability testing and user personas, for example, provide more insightful measures as compared to traditional analytical measures. Due to its qualitative nature, these measures are entirely subjective, enabling user experience designers to design products specific to user ideals.