What Users Say vs. What They Do: The Power of Attitudinal & Behavioral Research in UX Design

Introduction:

As UX designers, our goal is to create products that not only function seamlessly but also resonate deeply with users. But understanding users isn’t always straightforward. What users say and what they do can often be worlds apart. This is where attitudinal and behavioral research come into play. Together, these two approaches provide a holistic view of the user experience, helping us design products that truly connect with users.
Let’s dive into what these types of research are, why they matter, and how combining them can lead to better design decisions.

The Challenge of Self-Reporting

Have you ever tried to recall how many times you picked up your phone yesterday? It’s nearly impossible to answer accurately, right? This is a perfect example of why self-reported data can be unreliable.

While users may not intentionally mislead us, their ability to accurately recall their actions or articulate their feelings is often limited. This is why relying solely on what users say can lead to incomplete or even misleading insights.

Attitudinal Research: Understanding the Why

Attitudinal research focuses on the subjective aspects of the user experience—opinions, feelings, expectations, and preferences. It answers questions like:

• Why do users feel a certain way about your product?

• What are their expectations and preferences?
  

Methods:

• Surveys: Quick and scalable way to gather user opinions.

• Interviews: Deep dives into user thoughts and feelings.

• Focus Groups: Group discussions to uncover shared attitudes.
  

Attitudinal research helps us understand the why behind user behavior. For example, if users say they find a feature confusing, attitudinal research can reveal the underlying reasons—whether it’s poor labeling, unclear instructions, or something else entirely.

Behavioral Research: Observing the What

While attitudinal research tells us why users feel a certain way, behavioral research shows us what they actually do. It focuses on actions and interactions, such as:

• How do users navigate your product?

• Where do they click, and how long do they stay?

• What paths do they follow to complete tasks?
  

Methods:

• Usability Testing: Observing users as they interact with your product.

• Product Analytics: Tracking user behavior through tools like heatmaps and clickstreams.

• Diary Studies: Following users over time to understand their habits and routines.

Behavioral research is all about observation. It reveals patterns, obstacles, and opportunities for improvement that users might not even be aware of.

The Magic of Combining Both Approaches

The real power lies in combining attitudinal and behavioral research. Together, they provide a holistic view of the user experience.

For example, imagine a user hesitates before clicking a “Done” button. Behavioral research shows us the hesitation, but attitudinal research helps us understand why they hesitated. Maybe the button label is unclear, or perhaps they’re unsure if their action is correct.

By blending these insights, we can make informed, empathetic design decisions that address both the functional and emotional needs of users.

Practical Applications in UX Design

Here’s how you can apply these research methods in your design process:

1. Start with Attitudinal Research: Use surveys or interviews to understand user expectations and pain points.

2. Validate with Behavioral Research: Observe how users interact with your product to see if their actions align with their stated preferences.

3. Iterate and Improve: Use the combined insights to refine your designs, ensuring they’re both functional and emotionally resonant.
   

Conclusion: Designing Experiences That Truly Resonate

Great UX design isn’t just about creating products that work—it’s about creating products that connect with users on a deeper level. By combining what users say (attitudinal research) with what they do (behavioral research), we can design experiences that are not only intuitive but also meaningful.

So, the next time you’re working on a UX project, remember: understanding users is a two-part process. Listen to their words, but also watch their actions. That’s where the magic happens.