In this chapter, we covered the focus of user research on understanding user behavior, needs, and motivations.
We started the chapter by explaining the importance of psychology in the UX field, then we explained BJ Fogg's behavior model, and how behavior is impacted using motivation, ability, and triggers.
We explained the difference between market research and user research; also, we created a list of the benefits of performing user research.
The next big thing will not be the new Facebook or Google, which will try to solve the same problem that these companies are already solving for their users, it will come from people who will build simple and elegant solutions for user needs and wants.
When we shift our focus from what people do to why it matters, we will be on the right path to creating an outstanding and powerful user experience.