This video introduces the distinctions between behavioral and attitudinal research. Behavioral research is any research in which you directly observe or monitor participants’ actions, and attitudinal research refers to research where you’re asking for respondent’s opinions.
- The next distinction in research types is that between…Behavioral and Attitudinal Research.…At its core, Behavioral Research is that in which…you observe the actions that a person takes,…whereas Attitudinal Research refers to…asking people about their opinions.…Ethnographic studies, usability studies, A/B tests,…and eye tracking studies are all examples of…Behavioral Research methods.…Things like surveys, focus groups,…and preference tests are examples of…Attitudinal Research.…There are some methodologies that end up being a blend of…observation and discussion.…
For instance, you might run a usability test…where you observe a user interact with a piece of software,…which is Behavioral Research.…But then you might also ask them several…interview questions about why they…decided to purchase something,…or what they except from a future version,…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…
This course introduces the fundamentals of user experience research so that anyone can understand the benefits and start integrating research into their everyday design and development process. Start watching to learn how to use UX research to find the answers to the most basic questions about your customers—who, what, when, why, and how—and drive better user experiences and business outcomes.
- An overview of research methods, including usability testing, interviewing, eye tracking, surveys, and many more
- A review of the main types of research, including quantitative and qualitative, behavioral and attitudinal, and moderated vs. unmoderated
- Determining the right methodologies based on organizational environment, client type, and project stage
- Targeting the right research participants
- Crafting the right questions in the right way
- Analyzing and presenting your data