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

"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."

Take a read, and let me know what you think.

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