UX Research: Beating the Hawthorne Effect | by Nick Lawrence | Jul, 2021

Now, by this point you may be thinking, “that’s great, Nick, but how does this apply to user researchers? After all, we’re using theoretical sampling, and observing for different reasons.”

And that makes sense, surely. Most users are not in fear or reprisal or actions for/against them depending upon the outcome of the study, so they have no real reason to modify their behavior…

But they do anyway.

In fact, this is such an issue that it’s prompted many companies to offer solutions that can help you negate some of these unpredictable effects.

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