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It's not really an either/or option. You can use testing to validate the changes stemming from market research. Having seen lots of site redesigns go horribly
by ssharp 4y ago
It's not really an either/or option. You can use testing to validate the changes stemming from market research.
Having seen lots of site redesigns go horribly wrong due to 100% earnest people trying their best and utilizing the research that was afforded to the process, I always recommending incrementally testing into changes on high-value / high-risk applications, even when the "improvements" were backed by solid research. You never know until you release.
- mschuster91 4y agoThe "or" was meant to be the distinction on who does the user testing - I've seen both in-house testing operations and outsourced ones. For small scale operations, it may actually be cheaper to run them in-house and only hire external testers... cameras are dirt cheap these days. Hiring a market research company is usually worth it if you have a contract with them anyway (which gives you better rates on the testing) or lack someone on staff who knows how to deal with cameras.