#Qualitative user research is almost always more useful than #quantitative research for answering your research questions about #UX design. 90% of the time, I recommend using Qual: to save budget and to get more actionable insights. But 10% of the time, you need to turn to Quant. Here's a nice summary of 6 main use cases when ⭐⭐ Quant > Qual ⭐⭐ MeasuringU is the world's leading expert on Quant user research. You should follow them if you think you'll need to run a Quant study in the future. They also have a useful set of courses on topics like UX metrics and the least bad way to use NPS in UX. Over 8 days in September and October they even run an in-depth boot camp on UX measurement, if you really want to learn this topic. (Just remember to stick with Qual 90% of the time! The fact that it requires 8 days to learn the basics of Quant is one of the reasons I'm a strong believer in Qual as the main UX method.) #UserResearch
Here are six research needs and questions where a quantitative approach is a better fit than a qualitative approach. #ux #uxresearch #uxr #userresearch
8 days to learn, my…!
In other words, the 'WHAT' not the 'Why'. (NN fan for 25 years and counting)
While quantitative data is useful.. The insights and problems we uncover from qualitative data are something else entirely.
I've always found that having a dose of both is helpful. Quant helps Qual gain context that is often hard to see. Shhhh! Don't tell everyone about MeasuringU. They'll learn all my secrets! 😉
Love this post. I like how it makes me think 🧐
100% agree. Thanks for sharing! I recently experienced a situation where the PM was more focused on quantitative data. However, we found that the qualitative insights provided more actionable information and highlighted areas for improvement that hadn't been previously considered.
Thanks for sharing Jakob Nielsen. I always thought qualitative data was more useful for data analysis, but it seems many organizations use qualitative research methods to cut costs.
Jakob Nielsen thanks for sharing
Behavioral Scientist | Researcher | Social Scientist
1wIt's 2024. Can we retire the qual vs quant debate? It's like arguing whether a screwdriver or a hammer is more useful. Methods are dictated by the research question at hand, not a prior assumptions which is better than the other.