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Headers as columns:
<table>
<tr>
<th scope="col">User costs</th>
<th scope="col">Business costs</th>
</tr>
<tr>
<td>What about your product might the user ignore if a form is onerous?</td>
<td>Where will you keep all of this stuff?</td>
</tr>
<tr>
<td>How much time does a user really have to contribute to your form fields?</td>
<td>What is the cost of updating, modifying, and potentially disposing of data?</td>
</tr>
</table>
Headers as rows:
<table>
<tr>
<th scope="row">User costs</th>
<td>What about your product might the user ignore if a form is onerous?</td>
<td>Where will you keep all of this stuff?</td>
</tr>
<tr>
<th scope="row">Business costs</th>
<td>How much time does a user really have to contribute to your form fields?</td>
<td>What is the cost of updating, modifying, and potentially disposing of data?</td>
</tr>
</table>
<table>
<tr>
<th colspan="2" scope="col" id="r1c1">User costs</th>
<th colspan="2" scope="col" id="r1c3">Business costs</th>
</tr>
<tr>
<th id="r2c1">Attention</th>
<td headers="r1c1 r2c1">What about your product might the user ignore if a form is onerous?</td>
<th id="r2c3">Data storage</th>
<td headers="r1c3 r2c3">Where will you keep all of this stuff?</td>
</tr>
<tr>
<th id="r3c1">Time</th>
<td headers="r1c1 r3c1">How much time does a user really have to contribute to your form fields?</td>
<th id="r3c3">Data maintenance</th>
<td headers="r1c3 r3c3">What is the cost of updating, modifying, and potentially disposing of data?</td>
</tr>
<tr>
<th id="r4c1">Trust</th>
<td headers="r1c1 r4c1">What happens if users don’t understand why certain data is required?</td>
<th id="r5c3">Data quality</th>
<td headers="r1c3 r4c3">What will it take to sift through made-up data to get to the real stuff?</td>
</tr>
<tr>
<th id="r5c1">Physical cost</th>
<td headers="r1c1 r5c1">What does it take from the user to fill out the form?</td>
<th id="r5c3">Breach of user trust</th>
<td headers="r1c3 r5c3">How would users react if data were misused or sold?</td>
</tr>
</table>
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