![]() You only need to speak to 5 users to start to get useful insights and Erika Hall gives other tips on getting out there and finding out what people need for little or nothing. Without it, you are likely to make even greater losses. It might be helpful to turn that around and consider that the less money you have, the more you can’t afford not to do research. Yes, but we aren’t Google, I hear you say and we don’t have the money to invest in user research. The ones we ultimately decide to avoid to search for a better alternative. 2Centre for Research in Autism and Education, UCL Institute of Child Health, 55-59 Gordon Square, London, WC1H 0NU, UK. We can all think of services we interact with on a daily basis that don’t put our needs first - the ones that frustrate us, the ones we rant about to our friends and family. Sarah Bargiela 1, Robyn Steward 2, William Mandy 3 Affiliations 1Research Department of Clinical, Educational and Health Psychology, UCL, Gower Street, London, WC1E 6BT, UK. ![]() With hundreds of user researchers working for them across the world, their job is focussed on making sure that all of the products Google develops are actually meeting a user need. Google’s first point in its guiding philosophy is “Focus on the user and all else will follow”. ![]()
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