Authors:
Pallavi Kutty
As the definition of UX becomes more and more holistic, there is an increasing opportunity to merge market and user research activities into an integrated process. However, there is no one-size-fits-all answer for whether this is a good or bad practice; it depends on the individual project context and goals. Merging the two methods helps create a complete story for the product, but doing so requires a good understanding of what the disciplines accomplish on their own, and when one research type is needed over the other throughout the product lifecycle. Insights For user research professionals, it is…
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