Creates the evidence that can cut short circular discussions about design direction. Having a direct channel to the voice of the user can be humbling when your design has been proven to be flawed in a [[Usability Test]], but it also avoids having to have endless discussion about design when you are only working from [[Strong Opinions, Loosely Held|strong opinion]]. ### Methodologies - Diary Studies - User Observation - A/B Testing - Stakeholder Interviewing - User interviewing - Surveys