Quantitative vs Qualitative UX Research

Question 1

What is Quantitative UX research?

Answer 1

• this is used to collect and analyze numerical data, identify patterns, make predications, and generalize findings about a target audience or topic
• this research is more objective and representative of a broader audience
• The data is collected indirectly or manually.

Question 2

What are some types of Quantitative UX research?

Answer 2

• quantitative usability testing
• web analytics (or app analytics)
• card sorting
• surveys

Question 3

Quantitative Usability Testing

Answer 3

this collects usability metrics like time on task, error rate, or success rate. You can use this informatiom to keep an eye on your product’s UX and make sure it improves over time.

Question 4

Web Analytics (app analytics)

Answer 4

provides insights into what people actually do in your product.

This data can help you monitor your product’s performance and identify problems .

Question 5

Card Sorting

Answer 5

this is used to discover how people understand and categorize information. Analyzing the percentage of particpants who grouped cards in a similiar way can help you determine which categories would be understandable to most users.

Question 6

Surveys

Answer 6

you can get information about your users’ attitudes and behaviors by tapping into a larger volume of responses.

Question 7

Reasons to use Quantitative UX research

Answer 7

When you need to prioritize one solution over the possible alternatives or to validate an idea, wireframe, prototype or even MVP.

Question 8

what are Qualitative UX research methods?

Answer 8

includes research methods like user interviews and field studies and helps you collect qualitative data through the direct observation and study of particpants.

this type of research yields an understanding of the motivations, thoughts and attitudes of people.

Question 9

When do you use Qualitative UX research?

Answer 9

this comes into play when you need to discover, understand and empathize with users, and are not conducted only in the exploratory research phase but throughout the entire development process.

Question 10

Types of Qualitative UX Research

Answer 10

user interviews, diary studies, focus groups, card sorting, usability testing and more.

Other ways include checking social media mentions, analayzing blog posts, and reading app store reviews to collect information about the experience users have with the product.

Question 11

Quantitative UX Research Summary

Answer 11

• Answers the questions “what”, “where” and “when”
• provides a foundation for benchmarking and ROI calculations
• allows for large sample sizes
• analyzes numerical data, identifies patterns, makes predictions
• collected indirectly through UX research tools or metrics

Question 12

Qualitative UX research Summary

Answer 12

• answers the question “why”
• provides rich insights about the people, the product and the problem
• allows tight focus on small sample sizes
• develops a deep understanding of the topic or problem
• collected through direct observation or study