Field research is conducted in the user’s natural setting. Learn the unexpected by leaving the office and observing people in their normal environments.| Nielsen Norman Group
Users are often distracted from the task at hand, so prevent unconscious errors by offering suggestions, utilizing constraints, and being flexible.| Nielsen Norman Group
For good UX, watch what users do, not what they say. Self-reported claims and speculations about future behavior are unreliable. Users do not know what they want.| Nielsen Norman Group