Typically involves collecting data through direct observation of a small group of people in order to assess behavior and answer the question: “Why?” Common qualitative research methods include interviews, focus groups, field studies, usability tests, and co-design sessions.
Often more challenging to analyze and interpret. It is presented in the form of unstructured or semi-structured observational findings like comments, preferences, and motivations. While this kind of data usually contains the context, it doesn’t offer a black-and-white output, relying instead on researcher interpretation. It does, however, help identify root causes of behaviors, which then makes it easier to develop appropriate solutions.
Usually involves collecting data from a much larger group of people in order to quantify a problem by answering the questions, “How much?” and “How many?” Common quantitative research methods include usability studies, surveys, click tests, card sorts, and A/B tests. Which type of method you choose depends on the kind of question you’re asking. The qualitative and quantitative data produced by each type of research has unique strengths and weaknesses.
Provides very clear and unambiguous information about variables like how much, how many, and how often. The numerical nature of the data makes it easier to analyze, but it can also lack context. For example, while quantitative research can tell you fairly quickly and easily how often a set of users performs a particular task, that information is only valuable if you also have the context to judge whether that rate of task performance is good or bad.
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