Qualitative Research Methods Flashcards
What is Qualitative Research?
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.
What are key characteristics of qualitative user research?
- Exploratory nature: It seeks to discover new patterns, needs, or pain points often before quantitative methods are applied.
- Focus on context: Understanding the user’s environment, workflows, and challenges in real-world settings.
- Rich, Detailed Data: Generates descriptive and interpretive findings rather than numerical metrics.
In-depth Interviews
One-on-one sessions to explore user needs, experiences, and behaviors in detail.
Contextual Interviews
Conducted in the user’s natural environment while they interact with a product or service.
Expert Interviews
Discussions with domain experts to gain insights into specialized fields.
Ethnographic Studies
Immersive observation of users in their real-world context
Fly-on-the-wall Observation
Observing users without interaction to minimize influence
Shadowing
Following users as they perform tasks to observe behaviors and decision-making processes
Traditional Focus Groups
Guided group discussions to gather attitudes, opinions, and perceptions
Mini Focus Groups
Smaller groups with targeted participants for in-depth discussion
Think-Aloud Protocol
Asking users to verbalize their thoughts while interacting with a product
Exploratory Testing
Open-ended tasks to uncover new behaviors and needs
Retrospective Testing
Reviewing recorded user interactions to discuss experiences afterward
Open Card Sorting
Users organize items into groups and label them
Closed Card Sorting
Users categorize items into pre-defined groups
Cultural Probes
Diary Study | Participants document their activities and experiences over time with photos or journals.
Event-based Diaries
Diary Study | Users log specific interactions or events when they occur
Time-based Diaries
Diary Study | Users log experiences at predetermined intervals.
Co-Design Workshops
Collaborative sessions where users participate in designing solutions
Journey Mapping Workshops
Exploring users’ steps and emotions in achieving a goal
Experience Mapping
User Journey Mapping | Creating visual representations of user experiences over time
Empathy Mapping
User Journey Mapping | Identifying what users think, feel, say, and do in a given context
Experts Reviews
Heuristic Evaluations | Evaluations by usability experts based on predefined heuristics
Collaborative Heuristic Reviews
Heuristic Evaluations | Involving stakeholders and users in heuristic analysis
Site Visits
Field Studies | Observing user interactions within their actual work or living environment
Task Analysis in Context
Field Studies | Understanding how users perform specific tasks in their natural settings
Apprentice-style Research
Contextual Inquiry | Researchers observe and question users as they work
Self-reported Videos
Unmoderated Studies | Users record themselves performing tasks and discussing their experiences.
Sketching Sessions
Participatory Design | Users collaboratively create sketches to express ideas and expectations.
Storyboarding
Participatory Design | Participants visualize user experiences through drawn or described narratives
Usability Walkthroughs
Cognitive Walkthrough | Evaluating usability based on how users solve tasks step-by-step
Talk Walkthroughs
Usability Walkthroughs | Observing users as they execute specific workflows
Open-ended Surveys
Qualitative Surveys | Questions designed to elicit detailed, narrative responses.
Low-fidelity Prototype Testing
Gathering insights on paper or wireframe designs.
High-fidelity Prototype Testing
Testing interactive prototypes for qualitative feedback.
User-driven Persona Development
Deriving personas directly from user interviews and observations.
Pre-task and Post-task Questionnaires
Context Mapping | Qualitative feedback on contextual experiences.
Narrative Research
Storytelling | Eliciting user stories to understand deeper motivations and challenges.
Iterative Data Analysis
Grounded Theory Approach | Collecting and analyzing user data to form theoretical models of behavior.
Open Observation
Unstructured Exploration | Allowing users to explore a product freely while researchers take notes.
