Why asking ‘why?’ sometimes doesn’t work

The most tempting question to ask when trying to understand somebody’s behavior is to ask them ‘why?’. ‘Why do you prefer option A or option B?’; ‘why did you choose template A?’. These are all questions users might be faced with during a usability test.  The assumption behind this logic is that people have the ability to introspect into the reasons behind their behaviors. However, as we already know from Thinking fast and slow in UXpeople not always make deliberative choices. In fact, not only are we most of the time using System 1, we are genuinely poor at introspection into the reasons behind our own behavior.  Continue reading “Why asking ‘why?’ sometimes doesn’t work”