Mike Kuniavsky. Observing the User Experience: A Practitioner’s Guide to User Research. (p.432)
It’s very easy to fall into the trap of tallying the score board. This is of course because the inventer/designer is too in love with the idea/product. I plead guilty to the above.
Having worked in advertising agencies before, I am quite familiar with user testing, taste testing, focus groups, surveys and interviews. Usually, the creative department is not the ones conducting the research/testing. I get the results of the study and from there, my partner (copywriter) and I would digest and break it down.
It’s really refreshing and valuable to know what the researchers/strategic planners have to go through.