‘I want a pony!’ – or the critical difference between user research and market research

This is a good simple and succinct description of what user research is and why it matters.  It draws out the critical point that user wants are not necessarily a good indicator of user needs, not least because what matters in the end is not (or is not just) the immediate interaction, but the success of the underlying service in delivering the right outcomes.

Leisa Reichelt – Australian Government Digital Transformation Agency

 

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