Glossary

• Research Types

• Foundational

  Determines what to build and user problems to solve

• Design Research

  Focuses on how to build it

• Post-launch

  Evaluates success

• Primary vs Secondary

  Primary: Self-conducted research Secondary: Using existing research

• Research Methods

• Qualitative

  Observes why/how things happen Interviews

  • In-depth gathering of opinions/experiences
• Quantitative

  Countable/measurable data Surveys

  • Same questions to many people
• Usability Studies

  Evaluating products through user testing

• KPIs

  Critical progress measures

• Types of Bias

• Basic Definition

  “Prejudice based on limited information”

• Research-Related

  Confirmation: Looking for evidence to prove existing hypothesis False Consensus: Assuming others think like you Implicit: Unconscious attitudes/stereotypes about people

• Memory-Based

  Primacy: Over-remembering first user Recency: Best remembering last thing heard

• Project-Based

  Sunk Cost Fallacy: Difficulty changing course after investment