A

A/B testing (or split testing) 166–170

Adams, Douglas 20

affinity diagrams 118–120

analyzing data 164–166

applied research 5

assumptions 83

audit

brand 100–101

competitive 98–99

B

Baty, Steve 65

best practices 35–38

Bezos, Jeff 1

biases 27–31

Bono 1

Brown, Dan 22–24

C

Carnegie, Dale 83

Castillo, Vivianne 33–34

Chen, Andrew 170

collaborating for research 22–26

common objections to research 17–22

contextual inquiry 93–94

Cook, Scott 93

D

design research 5–6

Downs, Jenn 112

E

ethics in research 31–35

ethnography 85–87

Ethnography Field Guide 91–92

F

Facebook 32

Farrell, Susan 160

focus groups 94–95

Ford, Paul 67

Franklin, Benjamin 36

Friedman, Milton 61

Fulton Suri, Jane 6

G

groupthink 24

H

heuristic analysis 105–106

Humphrey, Albert S. 98

I

ICC/ESOMAR 31–32

interviews

conducting 90–93

hostility during 72–74

individual 69

preparation 88

semi-structured 51–52

structure 70–72, 88–89

with stakeholders 65–70

L

Likert, Rensis 151

Likert scale 151–155

local maximum 170

M

measuring survey data 137–143

mental models 128–131

Merton, Robert K. 94

Molich, Rolf 105

N

Net Promoter Score 156–158

Nguyen, Bill 104

Nielsen, Jakob 105

Nielsen Norman Group 110

Nielsen’s ten heuristics 105–106

O

observer effect 63

organizational research 62–63

P

Patton, Jeff 26

Perfetti, Christine 48

Pernice, Kara 31

personal research 5

personas 121–127

Pope, Alexander 2

problem statement 42

pure research 5

Q

Quinn Patton, Michael 34

R

recruiting participants 46–47

Redman, Tom 137

Reichheld, Fred 156

research and agile development 25–26

research context 81–82

research, definition 5–6

research process

analyzing data 55–59

collecting data 50–55

defining the problem 42–43

planning and prep 44–49

reporting results 59

selecting the approach 43

research purposes 12–14

causal 14

descriptive and explanatory 13

evaluative 14

generative or exploratory 12

research responsibilities 27–35

research roles 15–16

Rumsfeld, Donald 38

S

screeners 47–49

split testing (or A/B testing) 166–170

Spool, Jared 156

stakeholder 64

analysis 75–78

Steele, Annie 144

surrogation 143

surveys

nonresponse bias 141

preparation and planning 144–147

quantitative vs. qualitative 160–162

response rate 141

using scales 147–153

SWOT analysis 98

T

task analysis and workflow 131–133

U

usability testing 52–54, 107–115

analyzing and presenting data 114–115

preparation 109–114

use case 127

V

verification and validation 30–31

W

workflow diagram 79

Y

Young, Indi 128

Z

Zamyatin, Yevgeny 162