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Exam details
The systematic study of target users and their requirements to add realistic contexts and insights to the design process, ensuring products meet real needs.
Qualitative explores the "why" through interviews, observations, and open-ended data. Quantitative measures the "what" and "how much" through numbers and statistics.
Attitudinal measures what users say (opinions, preferences). Behavioural measures what users actually do (observed actions, click patterns).
A one-on-one conversation with a user (or potential user) to understand their needs, behaviours, pain points, and motivations.
1. Structured (fixed questions) 2. Semi-structured (guided but flexible) 3. Unstructured (open, exploratory conversation).