Page 37 - ux-design-for-startups-marcin-treder
P. 37
guerriLLA reseArCh
Guerrilla Research methods were firstly used in the
market research field following so-called Guerrilla
Marketing introduced by Jay Conrad Levinson in 1984
in the book “Guerrilla Marketing”. Guerrilla stands for
atypical, cheap and somehow aggressive methods of
achieving goals.
An example of Guerrilla Marketing would be a graffiti
or a flash mob used for promotional reasons. The
crazier and more buzz-generating - the better.
In the User Experience Design world Guerrilla
Methods somehow became known after the famous
book “Don’t make me think” by Steve Krug, who
encouraged designers to do research even if the only
subject they tested their design on was their mom. It’s
better to check your product with one person than not
check it at all - argued Krug. Today we can call such a
research method - Guerrilla User Testing.
There was a time in my career when I strongly
geT To know your users 37
