One of the hardest things about design or user research is convincing people that it actually needs to take place. That is especially maddening when working for an research organisation.
(Researchers themselves are sometimes the most reluctant to undertake user research before spending serious amounts of money on ineffective websites.)
So this snippet, among a series of useful rules of thumb, made me cheer. 🙌
If you’ve ever worked with a leader who was resistant to doing qualitative research as part of a million dollar project, ask yourself whether they would skip doing their own research before buying a $50,000 car.