From the course: UX Foundations: Research
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Behavioral vs. attitudinal research
From the course: UX Foundations: Research
Behavioral vs. attitudinal research
- To plan effective research, you'll also want to consider whether you want to observe people directly or ask for people's opinions. Behavioral research is when you directly observe a person and their actions. Attitudinal research refers to asking people to self-report their opinions in things like surveys, focus groups, or preference tests. There's some methodologies that end up being a blend of observation and discussion. For instance, you may run a usability test where you observe a user interact with a piece of software, which is behavioral research, but also ask them several follow-up questions about their expectations or why they made certain choices, which is more attitudinal data. UX professionals tend to rely more heavily on behavioral research because many times what people report in attitudinal research does not match what they actually end up doing in behavioral research. People aren't usually intentionally…
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