Observation is effective because the researcher can observe the user directly. In market research, users are typically placed in a room with a two-sided mirror, a camera, and sound recorder; this allows the researchers to observe the users in a separate location -- allowing the users to feel more comfortable and less pressured as they complete the tasks at hand. Hopefully, if the users are more comfortable and in a relaxed setting, they will provide useful (and truthful) feedback.

I think this is because the survey and interview questions might be too generalized, and doesn't allow for precise answers from the users. Also, users might fabricate their answers, or alter them in a way they think will please the surveyor/interviewer/tester.

Technical communicators process expert level information/knowledge into something that can be more easily accessed by a general audience. I like that Sullivan used the word "empathy" here. It suggests that technical communicators have a gift for connecting with users and understanding what they need.

Things to keep in mind about market research(from my work experience in market research): oftentimes, the product-specific interest is also customer specific. Examples of customer specificity include projects that target loyal-brand only customers, and projects that target unaware-only customers. Focus groups are coordinated through set parameters: customer preferences, demographics, personality, and purchase habits.

This type of usability test certainly does apply to the process of technical communication, because one thing is key: the audience. For marketers, the audience is the specific customer base; for technical communicators, the audience is also who will use their product.

This can be compared to what was read in Wickman's Wicked Problems article. He stated that the different groups from the class approached the Gulf oil spill in a different way. He had groups made up of different disciplines and groups made up of similar disciplines. Both types of groups approached the problem in a way that aligned with their strengths and personal interests. The same applies to usability studies in that there are multiple ways to approach the same topic.

Wickman, C. (2014). Wicked Problems in Technical Communication. Journal of Technical Writing and Communication, 44(1), 23-42. doi:10.2190/tw.44.1.c

Both Sullivan and Wickman utilize steps (and plans of action) when approaching their research. Likewise, both authors utilize frameworks in their research.

Part of becoming an effective technical communicator is to plan ahead. Time constraints are real, and it is important to give yourself enough time to write and re-write your works.

As writers in technical communication, our work is audience centered. Therefore, it makes sense for technical communicators to be involved in expanded usability, because we focus on what is best for our audience. Expanded usability testing can ensure that we reach our primary and secondary audiences in a more exact way. It might also expand the accidental, or unintentional audiences too. However, it is always most important to target products at your primary and secondary audience members.

In general, the need for usability testing is expanding. Our world is growing more diverse, and the types of audiences we have at our fingertips are expanding. Usability testing can greatly benefit users that are often times neglected; an example of this would be users with disabilities. An applicable example of this issue occurred today (09.06.16): Hulu has agreed to expand its closed captioning programs due to in-accessibility (and great upset) from deaf individuals and The National Association of the Deaf.

NAD, A. (2016, September 06). The NAD and Hulu Reach Agreement. Retrieved September 06, 2016, from https://nad.org/news/2016/9/nad-and-hulu-reach-agreement

Because each individual user approaches the product in an individual way. Usability testing does not have one solution, and user accessibility cannot be understood after one test. The can be compared to Chad Wickman's Wicked Problems in Technical Communication. The problem of the Gulf oil spill did not have one solution to it -- it had many -- and of the many, the solutions still had to be revised over and over again.

Wickman, C. (2014). Wicked Problems in Technical Communication. Journal of Technical Writing and Communication, 44(1), 23-42. doi:10.2190/tw.44.1.c

Continuing to do usability testing is essential for technical communicators to continue to improve their relationship with their users.

There are endless variables to consider during usability testing, and that makes it difficult to make sure everything is done.

Each group is an individual variable. Different approaches are what makes testing usability so difficult.