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How Simulation Can Help or Hurt Analytics?
People often have preconceived notions of what they think the result is or should be. I've literally watched executives watch a usability lab test and walk out thinking that user is so stupid. It's sort of like they just can't put their mind around the idea that, oh yeah, maybe it's my problem or my fault or my idea is not the right idea. The phrase I would use to describe that is that you're telling them the baby's ugly. Nobody likes to hear that.