An interesting read on data gathering to understand behaviour.
Large-scale surveys are useful but if we are serious about changing behaviours, we must use every tool to understand human complexity
Why you might ask;
One of the key takeaways from the new science is how woefully ill-equipped people are when it comes to reliably reporting our attitudes, values and behaviours. The ease with which we deceive ourselves and others to protect external perceptions and internal consistency is well documented.
What’s a designer to do?
By engaging collaborative “teams” of consumers in creative problem-solving processes, you allow participants to “think with their hands” and unlock insight often left untouched by traditional methodologies.
Read the full article in the Guardian Understanding human behaviour: taking a more complex approach