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5 Mistakes People Make Analyzing Qualitative Data
Categorised in:
http://beta.yoomoot.com/articles/how-to-improve-an-ecommerce-sites-usability/
1. Five usability tests is enough. Don't waste time and money with more tests when you could be fixing the problems!
2. One test is not enough! They could be an anomaly and you really need a few tests to get a sense of the overall pattern.
3. Don't try to answer questions which are too specific or rely on people understanding their preferences, such as "how much will people pay?" and "do they prefer this colour scheme or this?". Use quantitative testing for this.
4. Don't convince yourself the test was invalid just because the results weren't what you wanted to hear.
5. Don't just identify the problems, solve them!