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Acting on User Research (08 Nov 2004)
If your own intuition disagrees with published findings, view it as a learning opportunity that can improve your future insights. Design is not religion. You don't have to defend the beliefs of your forefathers to the bitter end. Design is a business decision. You should follow the data and do what generates the biggest profits for your company, not what wins design awards.

If you disagree strongly, you can always run a study of your design to determine whether you are one of those rare exceptions. General usability guidelines typically hold true in about 90% of cases. There are many special circumstances that make the remaining 10% sufficiently atypical such that the best solution will be something other than the normal recommendation.
Article URL: http://www.useit.com/alertbox/20041108.html

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