Types of Research

Question 1

Qualitative

Answer 1

The why and how. Interview feedback for example

Question 2

Quantitative

Answer 2

Who, What, When, Where, How Often, and How Much

Question 3

Behavioral

Answer 3

What people actually do when they use a product. Observing a purchasing process on a website

Question 4

Attitudinal

Answer 4

How people think or feel about their experience with a product. Surveys asking about user experience or feedback

Question 5

Generative

Answer 5

Generate ideas at the start of a project or improvement. Discovery workshops with a client for example

Question 6

Evaluative

Answer 6

Evaluates performance once a product is ready to test or has been released. Participatory design workshops for example

Question 7

Formative

Answer 7

Assesses performance at the start and through the life of a product. Benchmarking

Question 8

Summative

Answer 8

Focused on outcomes of a test or product release after a long period of time. Satisfaction survey for example.