UX: user experience research
For the continuous improvement of the experiences generated by existing and future products and services, it is essential to know the people who experience or will experience them. In this context, user experience research helps to increase the understanding of the thoughts, knowledge and feelings of these people. Gaining this knowledge makes it possible to anticipate problems by improving decision making and reducing risk-taking.
Information about users is shown as an iceberg in which there is a superficial and visible part, and a hidden and deep part that is important to get to. In the case of surface information, techniques such as Big Data and Deep Data are used to obtain quantitative and qualitative information respectively. On the other hand, to infer what happens in the deep part that is not visible, analytical reasoning and intuitive reasoning are used in equal proportions.
Interview
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