How would you explain the difference between what users say and what they do, and why that matters in research?

What the interviewer is looking for

• This question tests method selection. Explains why a method fits the question, understands the difference between attitudinal and behavioural data, and knows the limits of each method.
• Strong answers: Distinguishes attitudinal from behavioural data, gives examples of methods for each, and explains when to combine them.
• Likely follow-up: Which method would you pick if you could only observe behaviour?

Another way it may be asked: People often say one thing in an interview but behave differently in real life. Why does that matter for how you study them?

A structure to follow: Answer, explain, example, limits

1. Step 1

   Answer

   Give your direct answer in the first sentence so the interviewer knows where you are going.

2. Step 2

   Explain

   Say how it works or why you would do it that way, in plain words before jargon.

3. Step 3

   Example

   Anchor it in something you have actually done or seen, with the detail that shows hands-on experience.

4. Step 4

   Limits

   Say when your approach would not be the right one. It shows judgement.

This is guidance on shape, not a script. Use your own real experience and facts; never invent details to fill a gap. See the STAR guide and answer frameworks.

Common slips

• Reciting a definition without showing you have applied it.
• Using terms you cannot explain if asked a level deeper.
• Claiming experience beyond what you can discuss in detail.

How to practise it

Say the answer in 90 seconds, then answer the follow-up as if it were a new question.

Related questions

• Tell me about a study where you deliberately chose one method over another. Why that one?
• If a team asked you to find out why users abandon their checkout, how would you plan a first round of research?
• During an interview, a participant gives you very short answers. What would you do to get them to open up?
• Walk me through how you go from twenty interview transcripts to a handful of clear findings.
• How have you combined survey or analytics data with qualitative research in a single project?

Browse all questions