[Sigia-l] Making assumptions

[Ziya Oz]

Jonathan Baker-Bates:

> the results can be interpreted in a controlled manner

This is the most egregious part of 'design research'.
95% of the time there is no 'control'.
Except for an identical A/B test, it's as scientific as a Ouija Board.
A lot of charlatans live off the illusion of such numerical 'confirmation.'
And when you can do an A/B test of sufficient statistical significance, the
result is often a feedback of extremely narrow, tactical detail, as it
should be.
Design is the correlation *among* such details at a strategic level.
Try measuring that. :)
Proof is, obviously, in the pudding of achieving the intent/business goal.
The rest is fodder for books, seminars and self-promotion.

-- 
Ziya

It depends.
If it didn't, you'd be out of a job.