Mike Kuniavsky

“Never go into user research to prove a point, and never create goals that seek to justify a position or reinforce a perspective. The process should aim to uncover what people really want and how they really are, not whether an opinion (whether yours or a stakeholder’s) is correct”
― Mike Kuniavsky, Observing the User Experience: A Practitioner's Guide to User Research

“An amusing, if somewhat apocryphal, example of this comes from comic books: in an attempt to give Superman fans what they wanted, a focus group of comics consumers (10- to 12-year-old boys) was asked what kinds of figures they admired. Their replies were interpreted literally, and for a while in the 1960s, Superman did whatever the focus groups decided, leading to a string of surreal stories of the Man of Steel working as a police chief, dressing up as an Indian, or meeting George Washington (and to Jimmy Olsen, a meek supporting character, turning into a giant space turtle). It led to a kind of creative bankruptcy and an impossibly convoluted storyline that had to be eventually scrapped entirely, the comic starting over as if none of those stories had happened.”
― Mike Kuniavsky, Observing the User Experience: A Practitioner's Guide to User Research