Stuart Firestein: The pursuit of ignorance

The research question in user research is essential for getting the right results. Results that you weren’t aware of before the research. So you must dare to ask questions the organization is scared of. Scared because the answers may cause too many changes. Because the answers can knock down a business model. Or because the answers can throw the relations between various departments upside down. Stuart Firestein speaks at TEDx about the scientific method of questioning.

Karin – Filterdesign