***Flying Cars, UX Research, Attitude and Behavior***
Many entrepreneurs and startup founders want to learn from their customers about their needs and abilities. They understand that products should solve real problems for people and that they need to have an excellent user experience. Yet when it is time for customer development and learning from users, something changes. Countless entrepreneurs perceive UX research as wasteful and slow and either do it as an afterthought or skip it completely while trusting their own intuitions. This talk will define what UX research is and how it can help startup founders, and will review a key concept that makes or breaks any UX research study - the relationship between users' attitude and behavior.