In God we trust, all others must bring data.
“When we think of analytics, we think of marketing campaigns and funnel optimization. Analytics can seem a little overwhelming, with so many charts and lots of new features. How can we use analytics for design insights? The best thing about analytics is that they can show us what people do on their own. The worst thing is that analytics don’t tell us much about context, motivations, and intent. Like any kind of data, there are limitations. But that doesn’t mean analytics aren’t useful. Working with analytics is about knowing where to look and learning which questions you can reasonably ask.”
(Pamela Pavliscak a.k.a. @paminthelab ~ UXmatters) ★
What you also can do with Big Data and Feeds. Creating meaning out of information.
“So, a big but sincere request to everybody who’s making analytics or stats apps, either standalone or as part of a larger app: Please throw away the dashboard. I know they demo well and look great in investor pitch decks or screencast videos. But they don’t actually help me make decisions, or get better at what I’m doing. And that’s the only reason I’m measuring something in the first place.”
(Anil Dash a.k.a. @anildash)
Misconceptions are sometimes born out of plain ignorance.
“There are many reasons why usability professionals don’t use statistics and I’ve heard most of them. Many of the reasons are based on misconceptions about what you can and can’t do with statistics and the advantage they provide in reducing uncertainly and clarifying our recommendations. Here are nine of the more common misconceptions.”
(Jeff Sauro a.k.a. @MsrUsability ~ Measuring Usability)
“How many times have you wondered how you can collect meaningful and significant metrics to validate your research? Many researchers struggle with this same dilemma on a daily basis. For example, how can we know the magnitude of the issues we are detecting in a traditional usability lab study? Surprisingly, there are many ways to capture useful UX metrics if you have the knowledge of what solutions to use and how to use them.”
(Kim Oslob ~ UXmatters)