Examples of non random samples can be an imbalance in aspects like gender, expertise, or geographical location, or only people, who are already extremely enthusiastic about product, agree to participate in your study. Alisher Yakupov, the head of Design Department at Odnoklassniki, told us about the process of large-scale service redesign that they had undertaken. Luke Hohmann’s advocacy of the use of methods employing collaborative play is one example of this in the world of research (see What is Holding User Experience Back Where You Work? here in UX Magazine for a sense of what one of Luke’s “innovation games” is about).

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