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What do consumers like? This is the question that you work with every day as a User Experience Researcher. And not only what they like, but how much, why, and which components they find attractive. These are sometimes complicated questions to answer, but User Experience Researchers are skilled at what they do.
So, if you’re a User Experience Researcher, you use your skills to gather research for the companies who offer the product. Any product can undergo this type of scrutiny. Music, television shows, computer or video games, knives, elevators, or toothbrushes—each one induces some sort of emotion in the user.
Those emotions are your target. Is the consumer frustrated, sad, excited, angry, comforted, or calm? And is that the emotion the product is supposed to evoke?
There are a variety of ways to monitor a consumer’s reaction to a product. Some processes are as simple as asking a few questions in the form of an online, phone, email, snail mail, or face-to-face survey. Other studies are more complicated, such as recruiting volunteers for an in-depth lab study where you hook the subject up to electrodes and electronically record impulse responses.
The information you gather is a boon for businesses. Knowing what their customers like or dislike about their product gives them the feedback necessary to make product changes and improvements. This process is a great tool when planning a new version of a product, or reviewing marketing plans or budgets.