“[when you research you]… open the way to more innovative and appropriate design solutions than asking how they feel or merely tweaking your current design based on analytics.” Erika Hall from Just Enough Research
“In practice, this means it’s a bit like Fight Club: the first rule of finding out what people want is: don’t ask people what they want.” David Travis. The 7 Deadly Sins of User Research
“Part evolutionary feature, part survival mechanism harking back to Paleolithic times, part communication tool - story powers the human brain.” Donna Lichaw, “The User’s Journey.