In short, quantitative user research is research that yields numerical results, while qualitative research results in data that you can’t as easily slot into a calculation.
The type of research you conduct is very much reliant on what your research objectives are and what kind of data will best help you understand your users’ needs.
Our one, overarching piece of advice: Don’t underestimate either type of research. Both can offer invaluable insights that can guide your design process to incredible outcomes.
Quantitative user research is the process of collecting and analyzing objective, measurable data from various types of user testing.
Quantitative data is almost always numerical and focuses on the statistical, mathematical, and computational analysis of data. As the name suggests, quantitative user research aims to produce results that are quantifiable.
Quantitative data answers questions of:
Due to the objective nature of quantitative user research, the resulting data is less likely to have human bias as it’s harder to lead participants to a certain outcome and has well-defined, strict, and controlled study conditions.
Quantitative data is also often simple to collect, quicker to analyze, and easier to present in the form of pie charts, bar graphs, etc. Furthermore, clients may prefer to see hard statistics and find it easier to link them back to their KPIs as a way to justify investment for future improvements.
This leads us to our second type of research: qualitative user research. What is it exactly, and what are the benefits of incorporating it into your research process?
Qualitative user research is the process of collecting and analyzing non-numerical data in the form of opinions, comments, behaviors, feelings, or motivations. Qualitative data aims to give an in-depth look at human behavioral patterns.
Qualitative data cannot be as easily counted and funnelled into a calculation as it’s quantitative cousin. Where quantitative research often gives an overarching view, qualitative research takes a deeper dive into the why.
Qualitative research often takes the form of user surveys, interviews, and observations or heuristic analysis and focus groups. Just as with quantitative data, user testing sessions offer tons of opportunities to gather qualitative data.