Qualitative Research Methods

Question 1

What is Qualitative Research?

Answer 1

Is a method of studying users’ behaviors, attitudes, and motivations through non-numerical data. It aims to gain deep insights into users’ experiences and uncover the “why” and “how” behind their actions, preferences, and challenges.

This type of research focuses on understanding users on a human level, often exploring their emotions, thoughts, and context of user in ways that quantitative methods cannot.

Question 2

What are key characteristics of qualitative user research?

Answer 2

1. Exploratory nature: It seeks to discover new patterns, needs, or pain points often before quantitative methods are applied.
2. Focus on context: Understanding the user’s environment, workflows, and challenges in real-world settings.
3. Rich, Detailed Data: Generates descriptive and interpretive findings rather than numerical metrics.

Question 3

In-depth Interviews

Answer 3

One-on-one sessions to explore user needs, experiences, and behaviors in detail.

Question 4

Contextual Interviews

Answer 4

Conducted in the user’s natural environment while they interact with a product or service.

Question 5

Expert Interviews

Answer 5

Discussions with domain experts to gain insights into specialized fields.

Question 6

Ethnographic Studies

Answer 6

Immersive observation of users in their real-world context

Question 7

Fly-on-the-wall Observation

Answer 7

Observing users without interaction to minimize influence

Question 8

Shadowing

Answer 8

Following users as they perform tasks to observe behaviors and decision-making processes

Question 9

Traditional Focus Groups

Answer 9

Guided group discussions to gather attitudes, opinions, and perceptions

Question 10

Mini Focus Groups

Answer 10

Smaller groups with targeted participants for in-depth discussion

Question 11

Think-Aloud Protocol

Answer 11

Asking users to verbalize their thoughts while interacting with a product

Question 12

Exploratory Testing

Answer 12

Open-ended tasks to uncover new behaviors and needs

Question 13

Retrospective Testing

Answer 13

Reviewing recorded user interactions to discuss experiences afterward

Question 14

Open Card Sorting

Answer 14

Users organize items into groups and label them

Question 15

Closed Card Sorting

Answer 15

Users categorize items into pre-defined groups

Question 16

Cultural Probes

Answer 16

Diary Study | Participants document their activities and experiences over time with photos or journals.

Question 17

Event-based Diaries

Answer 17

Diary Study | Users log specific interactions or events when they occur

Question 18

Time-based Diaries

Answer 18

Diary Study | Users log experiences at predetermined intervals.

Question 19

Co-Design Workshops

Answer 19

Collaborative sessions where users participate in designing solutions

Question 20

Journey Mapping Workshops

Answer 20

Exploring users’ steps and emotions in achieving a goal

Question 21

Experience Mapping

Answer 21

User Journey Mapping | Creating visual representations of user experiences over time

Question 22

Empathy Mapping

Answer 22

User Journey Mapping | Identifying what users think, feel, say, and do in a given context

Question 23

Experts Reviews

Answer 23

Heuristic Evaluations | Evaluations by usability experts based on predefined heuristics

Question 24

Collaborative Heuristic Reviews

Answer 24

Heuristic Evaluations | Involving stakeholders and users in heuristic analysis

Question 25

Site Visits

Answer 25

Field Studies | Observing user interactions within their actual work or living environment

Question 26

Task Analysis in Context

Answer 26

Field Studies | Understanding how users perform specific tasks in their natural settings

Question 27

Apprentice-style Research

Answer 27

Contextual Inquiry | Researchers observe and question users as they work

Question 28

Self-reported Videos

Answer 28

Unmoderated Studies | Users record themselves performing tasks and discussing their experiences.

Question 29

Sketching Sessions

Answer 29

Participatory Design | Users collaboratively create sketches to express ideas and expectations.

Question 30

Storyboarding

Answer 30

Participatory Design | Participants visualize user experiences through drawn or described narratives

Question 31

Usability Walkthroughs

Answer 31

Cognitive Walkthrough | Evaluating usability based on how users solve tasks step-by-step

Question 32

Talk Walkthroughs

Answer 32

Usability Walkthroughs | Observing users as they execute specific workflows

Question 33

Open-ended Surveys

Answer 33

Qualitative Surveys | Questions designed to elicit detailed, narrative responses.

Question 34

Low-fidelity Prototype Testing

Answer 34

Gathering insights on paper or wireframe designs.

Question 35

High-fidelity Prototype Testing

Answer 35

Testing interactive prototypes for qualitative feedback.

Question 36

User-driven Persona Development

Answer 36

Deriving personas directly from user interviews and observations.

Question 37

Pre-task and Post-task Questionnaires

Answer 37

Context Mapping | Qualitative feedback on contextual experiences.

Question 38

Narrative Research

Answer 38

Storytelling | Eliciting user stories to understand deeper motivations and challenges.

Question 39

Iterative Data Analysis

Answer 39

Grounded Theory Approach | Collecting and analyzing user data to form theoretical models of behavior.

Question 40

Open Observation

Answer 40

Unstructured Exploration | Allowing users to explore a product freely while researchers take notes.