304 Beyond the Usability lab Some people make the mistake of discounting some new results based on previ- ously held expectations coming from past research, anecdotal evidence, or just a gut feeling. Because it is very hard to let go of expectations, there is a tendency to jump to the conclusion that some aspect of the study is flawed, and therefore the study results are not valid. This certainly could be the case. However, after per- forming due diligence exercises, it is best to accept and promulgate the results as valid. It is critical that you keep an open mind, and always remember that you are likely not representative of a larger user base and don't represent hundreds or thousands of users. 10.10 yoU don't have to Be an expert--JUSt dive in! Online usability testing is simple enough for most people to run at least a basic study. It is not that much more difficult than using a basic Web application for building a generic online survey. It is getting simpler every day, with new tech- nologies becoming available, greater choice in participant recruiting options, and more consultants and vendors with increasing expertise. It is hoped that this book has helped demystify online usability testing, making it accessible to all,