PHILIP BURGESS

By Philip Burgess - UX Research Leader UX research is not only about what users do  but also about what they believe, prefer, and expect . While behavioral analytics reveals the actions people take, attitudinal analytics  uncovers the perceptions that drive those actions. Together, they give researchers the full picture: behavior explains the what , and attitudes explain the why . What Is Attitudinal Analytics? Attitudinal analytics is the structured measurement of user belie