How to Use User Research to Determine if You've Met Your Goals

Advertising is about disruption. It's about getting users to click on things that have nothing to do with why the user came to your site or what they're trying to accomplish. You would never end up with advertising as a, as a business model. The goal is a business centered goal, but we're using user center techniques to achieve the business goal. And that's really an important distinction that a lot of folks are struggling with right now. That just because you're doing user research doesn't mean you have a UX strategy,. I have to make that one next year.