A Diverse Approach – Using mixed methods to understand users

For more than a decade now, Adblock Plus has been amongst the most popular ad blockers on the Internet. But the types of users using Adblock Plus has changed over time, so this provides a big challenge, when it comes to user research.

In this fireside chat, Ann-Lee Chou, UX Researcher at eyeo, the company behind Adblock Plus, reveals how they use mixed methods to understand both the attitudes and behaviors of their evolving user base. She explains when and how they do usability testing, and when to look to other types of quantitative methods, as well as how both types of data are used. She will also step into the process of how personas are developed and what role they play in helping product teams relate to their users.

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