There’s a common misconception that well-meaning organizations have about user testing, which is that its sole purpose is to validate existing ideas. While that’s certainly true if you want to test your hypotheses and better understand how users interact with your product or service, it’s not the only reason. If done right, user testing not only uncovers how your consumers interact with your offering, but also how they perceive it in their daily lives, where it fits in the greater scheme of things, and what other things may be more valuable than what you’ve created.
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