This method allows the researcher to tailor the user experience of a product to specific features or aspects that the researcher wants to study.  Good for quantitative measures since scripted studies produce more systemic metrics

Augustana College (IL)

Covers circumstances of how and whether users in a study are using the product/service that is being tested

- Natural or near-natural use of the product: in order to study behavior as closely to reality as possible
- Scripted use of the product: in order to study specific aspects usages of the product
- Not using the product during the study: in order to study broader aspects like brand or cultural behaviors
- A hybrid of the above


Context of Products Use

https://www.nngroup.com/articles/which-ux-research-methods/

When to Use Which User-Experience Research Methods

This study method emphasizes minimal interference or intervention while understanding how users engage with a product.  This is most reflective of a field study where almost strictly observational data is retrieved, providing greater validity but less control over what the researcher can learn.

Natural Use

Scripted

Some methods don’t involve usage of the product at all, but rather examine issues outside of the usage context such as product branding or cultural attitudes.

Not using the Product

Hybrid methods combine elements of both natural use and scripted studies. 

- Participatory Designs

- Concept Method Testing

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