Contradictory results

Sometimes, different research methods can produce inconsistent or contradictory results. For example, the task success rate among users could be 100%, but they could still report that they're not satisfied with the app and would switch to another if they found a better alternative.

What can be done to prevent such conflicting findings? Start with checking the methodology:

• Respondents: Have the same respondents participated in both studies? Different people can respond differently, which can lead to contradicting results.
• Tasks: Have participants had the same amount of time for a task? Was the task the same for all participants?
• Environment: Have users been performing a task in the same environment, or was there something that could have distracted them or influenced their responses?
• Data analysis: Is the statistical significance high enough? Is there a chance that data was overcorrected?

If you find that none of your research methods have inaccuracies, you might have to consider conducting another study. Contradictory results are common, so don’t be discouraged.