Take a read, and let me know what you think.
"It might seem counterintuitive, but the larger the proportion of a population that holds a given opinion, the fewer people you need to interview when doing user research. Conversely, the smaller the minority of people who share an opinion, the more people you need to interview.
Mariana Da Silva has written an article about sample sizes in market research—or user research—titled “The More the Merrier.” In the article, Mariana made a comment that has caused some consternation—and for good reason."
Tuesday, November 18, 2008
Sample Size Oddities on UXMatters
My latest column for UXMatters was published over night. Sample Size Oddities - http://www.uxmatters.com/MT/archives/000352.php