From the course: Empathy in UX Design
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Empathy through flexibility
- We've talked about why structured, qualitative research, like usability testing, interviews, and focus groups, typically provides more opportunity to generate empathy than quantitative research. Beyond the methods, however, these qualitative techniques provide you one other powerful tool, flexibility. Aside from true ethnography, you're almost always going to create a script for your research which provides you with the necessary structure and gives your stakeholders the opportunity to make sure that the research is going to meet their needs. But I'd encourage you to set expectations with these stakeholders and let them know that sometimes you may have to go off script for the good of the research. Anyone can simply read a script out loud, but a good moderator is thoughtful and is always considering when the script is perfect as-is and when some quick adjustments are needed. If you determine a question doesn't make…
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