Survey Versus Behaviour: Choosing How to Learn
Decide when to test, ask or observe.
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Help me choose a method. Question I need answered: [QUESTION]. Traffic or users available: [USERS]. Time: [TIME]. Decision at stake: [DECISION]. Use this tree: do I need to know what people do (test or analytics), why they do it (interviews), how many do it (survey or analytics), or whether a design is understandable (usability test)? Walk through my question and recommend a method or combination. Return the recommendation, the sample needed, the order of steps, the cost in time, and the weaknesses of the chosen method. Explain the risk of relying on stated intentions. Add a worked tree example: question how many people abandon at the payment step is answered by analytics; why they abandon by interviews or a short exit survey; whether a new design improves it by an A/B test; whether people understand the new labels by a usability test. Combine methods in order: look at data, ask people, test a change. Add an estimate of time and cost for each method and the main risk of each.
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