It's not easy to conduct a user research: it takes time, money, you need a researcher and an access to users. Getting access to users is a separate complicated task. Business clients are not always ready to solve it. The reasons may be different:
• belief in their profound knowledge of users
• doubts about user competence and knowledge
• belief that the study is impossible to organize
• fear that users won't participate
• concern that time and money will be wasted
The client refuses to conduct a user research. How to deal with customer's objections?
We will look at three cases:
• website development
• development of professional interface
• studies of self-service kiosks
Then we will discuss:
• how to work with high-quality methodology
• problems of reaching out to users
• research results
We will also suggest recommendations on how to explain the value of user research to business clients.