How to Choose a UX Research Method

Choose your UX research method by mapping your question to a framework. The key axes are attitudinal vs. behavioral (what people say vs. do) and qualitative vs. quantitative (direct observation vs. indirect measurement). This clarifies whether you need a survey to gauge attitudes, an A/B test to measure behavior, or a usability study that captures both. The most common pitfall is taking self-reported data at face value; what people say they'll do often differs wildly from their actual behavior.