User Experience
Attitudinal Data
Plain English
glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term about what users say or feel.
Definition
Attitudinal glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term captures what users say, think, or feel about a product or experience.
In practice
Collected through guideSurveysCollecting structured feedback at scale to understand user attitudes, sentiment, and self-reported behaviour.Open guide, interviews, and glossaryFeedbackFeedback is the system response that informs users about the result of their actions. It helps users understand what has happened and what to do next.Open glossary term.
In context
It is essential for understanding motivation and unreliable for predicting action. What people say they would pay and what they pay are different numbers.
The reality
What users say does not always match what they do.
Compared with
Attitudinal Data vs Behavioural Data
Attitudinal glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term explains reasoning and preference, which glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term cannot show. glossaryBehavioural DataBehavioural data records what users actually did within a product, captured through analytics, event tracking, and usage patterns. It is unaffected by memory or self-presentation, and it never explains motive.Open glossary term records what actually happened, which self-report distorts. Design decisions need the first for direction and the second for evidence.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is attitudinal data?
It is glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term about user opinions and feelings.
How is it collected?
Through guideSurveysCollecting structured feedback at scale to understand user attitudes, sentiment, and self-reported behaviour.Open guide, interviews, and glossaryFeedbackFeedback is the system response that informs users about the result of their actions. It helps users understand what has happened and what to do next.Open glossary term.
What is a limitation?
Users may not accurately report their glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term.
Why combine it with behavioural data?
To understand both what users do and why.
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