Comparing Qualitative and Quantitative UX Research

Summary

This video explains the key differences between qualitative and quantitative research in user studies. Qualitative research answers 'why,' focusing on understanding user attitudes and behaviors through methods like interviews and observations. Quantitative research answers 'how much' and 'how many,' providing statistical insights through methods like A/B testing and web analytics. The presenter compares both approaches, discussing when to use each: qualitative for in-depth understanding and problem-solving, and quantitative for measuring and validating with numerical data. The takeaway is that neither approach is inherently better; the choice depends on the research goal.

Takeaways

• 😀 Qualitative research answers 'why', while quantitative research answers 'how much' and 'how many'.
• 🤔 Qualitative research focuses on understanding attitudes and behaviors through interviews, focus groups, and diary studies.
• 👀 Observations of behavior in qualitative research can be gathered through contextual inquiry and direct observation.
• 🔢 Quantitative research provides numerical data and statistical significance to experiences, often involving large datasets.
• 📊 Common quantitative methods include web analytics, A/B testing, card sorting, tree testing, and eye tracking.
• 🤝 The question is not about which method is better but about when to use each depending on the type of insight needed.
• 🔍 Qualitative research findings are based on impressions, interpretations, and prior knowledge from the researcher.
• 📈 Quantitative research findings are statistically meaningful and likely to be replicable in different studies.
• 👥 Qualitative research typically involves a small number of participants, while quantitative research requires many participants.
• 📚 Qualitative methods are flexible and can include both structured and unstructured approaches, while quantitative methods involve well-defined and controlled study conditions.

Q & A

What is the main difference between qualitative and quantitative research?

Qualitative research answers 'why,' while quantitative research answers 'how much' and 'how many.'

What are the primary purposes of qualitative research?

Qualitative research helps us understand attitudes (people's thoughts and beliefs) and behaviors, typically gathered through methods like interviews, focus groups, and observational studies.

What are the primary purposes of quantitative research?

Quantitative research is used to put numbers and statistical significance behind experiences. It often involves methods such as web analytics, A/B testing, and card sorting.

How do the outcomes of qualitative and quantitative research differ?

Qualitative outcomes are based on the researcher's analysis, impressions, and prior knowledge, while quantitative outcomes are statistically meaningful and likely replicable.

What type of participants are typically required for qualitative and quantitative research?

Qualitative research typically requires only a few participants, while quantitative research requires a larger number of participants for statistically significant results.

What are some examples of qualitative research methods?

Examples include user interviews, focus groups, diary studies, contextual inquiry, and direct observation.

What are some examples of quantitative research methods?

Examples include web analytics, A/B testing, card sorting, tree testing, and eye tracking.

In what scenarios should you use qualitative research?

Use qualitative research when trying to answer questions about 'why' something happens or how to fix a problem.

In what scenarios should you use quantitative research?

Use quantitative research when trying to answer questions about 'how much' or 'how many,' such as measuring user engagement or testing different versions of a product.

How do the approaches differ between qualitative and quantitative research?

Qualitative research uses flexible approaches, with a range of structured and unstructured methods, whereas quantitative research involves well-defined, strictly controlled study conditions.