{"id":7715,"date":"2022-12-20T11:25:23","date_gmt":"2022-12-20T11:25:23","guid":{"rendered":"https:\/\/www.uxdesigninstitute.com\/blog\/?p=7715"},"modified":"2024-09-23T12:24:07","modified_gmt":"2024-09-23T12:24:07","slug":"quantitative-vs-qualitative-research","status":"publish","type":"post","link":"https:\/\/www.uxdesigninstitute.com\/blog\/quantitative-vs-qualitative-research\/","title":{"rendered":"Quantitative vs. qualitative research"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">UX designers strive to create the most user-friendly products and services possible. But without speaking directly to users about what they want and need, UX designers can only guess what the best user experience will be. This is why <\/span><a href=\"https:\/\/www.uxdesigninstitute.com\/blog\/what-is-user-research\/\"><span style=\"font-weight: 400;\">UX research<\/span><\/a><span style=\"font-weight: 400;\"> is such an essential part of the UX design process.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">UX research involves asking users to identify what problems a product or service can help them solve and provides insights into the best ways to do so. There are a wide variety of methods a UX researcher can use, but in general, each of these UX research methods will fall under the umbrella of either quantitative research or qualitative research.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019ll delve into the differences between quantitative vs. qualitative research and the benefits and drawbacks of using each one by discussing the following topics:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#what-is-quantitative-research\"><span style=\"font-weight: 400;\">What is quantitative research?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#what-is-qualitative-research\"><span style=\"font-weight: 400;\">What is qualitative research?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#examples-of-quantitative-research\"><span style=\"font-weight: 400;\">Examples of quantitative research<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#examples-of-qualitative-research\"><span style=\"font-weight: 400;\">Examples of qualitative research<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#which-method-should-you-choose\"><span style=\"font-weight: 400;\">Which method should you choose?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#presenting\"><span style=\"font-weight: 400;\">Presenting quantitative versus qualitative research<\/span><\/a><\/li>\n<\/ul>\n<section id=\"promotion\" class=\"promotion-content-raw inlinepromo inlinepromo_professional-certificate-in-user-researchp-1 my-4\" style=\"\">\n\t<div class=\"w-container\">\n\t\t<div class=\"row align-items-center\">\n\t\t\t<div class=\"col-md-12 promotion-info\">\n                <a class=\"link-content\" href=\"https:\/\/www.uxdesigninstitute.com\/courses\/user-research?utm_source=blog&utm_medium=%20blog_panel_text&utm_campaign=blog_promo\" style=\"\">\n                    <p>[GET CERTIFIED IN USER RESEARCH]<\/p>\n                    <span>Take our Professional Certificate in User Research<\/span>\n                <\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<h2 id=\"what-is-quantitative-research\"><strong>What is quantitative research?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/onlinedegrees.sandiego.edu\/quantitative-analyst-career\/\" target=\"_blank\" rel=\"noopener\">Quantitative research<\/a> answers questions about quantity such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How much?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How often?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How many?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For example, you might want to conduct a quantitative study to find out how often people use a product, how much time they spend with the product, and how many features of the product they use.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Quantitative methods involve collecting numerical data that can be analyzed using statistics. This means quantitative studies are often straightforward to implement and can be easily automated and conducted remotely, however they also require enough participants to ensure they yield statistically significant results.<\/span><\/p>\n<h3><strong>Advantages<\/strong><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Studies are quick to implement and cost effective<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Analysis is fast<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Results are statistically significant and considered objective<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Numeric results are often easy to understand and use to improve a product\u2019s UX<\/span><\/li>\n<\/ul>\n<h3><strong>Disadvantages<\/strong><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A large number of participants (<\/span><a href=\"https:\/\/www.nngroup.com\/articles\/how-many-test-users\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">at least 20<\/span><\/a><span style=\"font-weight: 400;\">) are required to ensure statistical significance<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Someone of the team must have expertise in statistical analysis<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Results lack context, so they can reveal what people did but not their reasoning<\/span><\/li>\n<\/ul>\n<h2 id=\"what-is-qualitative-research\"><strong>What is qualitative research?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Qualitative research answers questions about quality such as how users feel about an experience, why they like or dislike a feature, and why they make certain decisions when completing tasks. Ultimately the goal of qualitative research is to delve into users\u2019 thinking to find out \u201cwhy.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Qualitative methods involve collecting data in the form of written or spoken words that are then analyzed for prominent themes and patterns. As a result, both the data collection and analysis of qualitative studies can be time-consuming and labor-intensive. On the other hand, only a few participants are required to arrive at valuable results that can provide nuanced insights into users\u2019 thoughts and feelings about a product.<\/span><\/p>\n<h3><strong>Advantages<\/strong><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Only a small number of participants (usually around 5) are required<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Provides detailed, first-hand insight into UX issues\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Allows for flexibility during data collection<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Results in compelling stories that help stakeholders foster empathy for users\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">May identify unexpected information about the user\u2019s experience with the product\u00a0<\/span><\/li>\n<\/ul>\n<h3><strong>Disadvantages<\/strong><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Time consuming to plan, run, and analyze<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tends to cost more than quantitative studies due to the time commitment required<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Analysis is subjective and therefore results may be influenced by researcher bias<\/span><\/li>\n<\/ul>\n<section id=\"promotion\" class=\"promotion-content-raw inlinepromo inlinepromo_professional-diploma-in-ux-designp-1 my-4\" style=\"\">\n\t<div class=\"w-container\">\n\t\t<div class=\"row align-items-center\">\n\t\t\t<div class=\"col-md-12 promotion-info\">\n                <a class=\"link-content\" href=\"https:\/\/www.uxdesigninstitute.com\/courses\/ux-design?utm_source=blog&amp;utm_medium=blog_panel_pdux&amp;utm_campaign=blog_promo\" style=\"\">\n                    <p>[GET CERTIFIED IN UX]<\/p>\n                    <span>Take our Professional Diploma in UX Design course<\/span>\n                <\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<h2 id=\"examples-of-quantitative-research\"><strong>Examples of quantitative research<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Quantitative research includes any studies and tests that yield numerical data, such as:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">First-click tests<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A\/B tests<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Heatmaps<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Analytics<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Surveys with yes\/no and multiple choice questions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Many of these methods can be implemented remotely with a growing group of <\/span><a href=\"https:\/\/www.uxdesigninstitute.com\/blog\/best-ux-research-tools\/\"><span style=\"font-weight: 400;\">UX research tools<\/span><\/a><span style=\"font-weight: 400;\">. For example, first-click tests and surveys can be run through <\/span><a href=\"https:\/\/www.optimalworkshop.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Optimal Workshop<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/analytics.google.com\/analytics\/web\/provision\/#\/provision\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google Analytics<\/span><\/a><span style=\"font-weight: 400;\"> can provide any required analytics data, and <\/span><a href=\"https:\/\/www.hotjar.com\/look-no-further\/?utm_campaign=HJ-Search-Leap-US-Branded-RLSA&amp;utm_source=google&amp;utm_medium=cpc&amp;ads_adid=102784436137&amp;ads_targetid=aud-384341402368:kwd-301757736238&amp;utm_term=hotjar&amp;keyword=hotjar&amp;matchtype=e&amp;geo=9031042&amp;ads_creative=449971469490&amp;ads_network=g&amp;device=c&amp;adpos=&amp;utm_squad=leap&amp;utm_layout=LP&amp;gclid=CjwKCAiAheacBhB8EiwAItVO27YQg03W0zjlErQ-lxv0_eytWqjCqrvuaKpZwAhZXpWy4JnvBAlFMhoCaIIQAvD_BwE\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Hotjar<\/span><\/a><span style=\"font-weight: 400;\"> can record user interactions with your product in order to generate heatmaps of how users navigate through it. You\u2019ll also use software, such as <\/span><a href=\"https:\/\/www.ibm.com\/products\/spss-statistics?utm_content=SRCWW&amp;p1=Search&amp;p4=43700050715561164&amp;p5=e&amp;gclid=CjwKCAiAheacBhB8EiwAItVO2-_wE9Ip8QultITfB_vz4PyyuyhoM60bkXaM5oNnK_JgHsPe7wDJMxoCqPoQAvD_BwE&amp;gclsrc=aw.ds\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">SPSS<\/span><\/a><span style=\"font-weight: 400;\"> (or plug formulas into a Google or Excel spreadsheet) to statistically analyse quantitative results.<\/span><\/p>\n<h2 id=\"examples-of-qualitative-research\"><strong>Examples of qualitative research<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Qualitative research is often carried out in person either in a lab where users come to participate in the study or in the field where researchers go to where users are. It can include the following methods:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">User interviews<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Focus groups<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ethnographic studies<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Shadow sessions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Surveys with open-ended questions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Qualitative studies usually require at least one researcher to be there to perform tasks such as asking users questions during user interviews or observing users during ethnographic studies. However, there are some tools that enable researchers to run qualitative studies remotely. For example, video research platform <\/span><a href=\"https:\/\/www.lookback.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Lookback<\/span><\/a><span style=\"font-weight: 400;\"> enables researchers to run either moderated or unmoderated remote interviews.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Furthermore, while <\/span><a href=\"https:\/\/www.uxdesigninstitute.com\/blog\/analysing-ux-research\/\"><span style=\"font-weight: 400;\">analysing qualitative data<\/span><\/a><span style=\"font-weight: 400;\"> is a very hands-on process, researchers can use platforms like <\/span><a href=\"https:\/\/www.rev.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Rev<\/span><\/a><span style=\"font-weight: 400;\"> to transcribe things like interview recordings and programs like <\/span><a href=\"https:\/\/dedoose.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Dedoose<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.qsrinternational.com\/nvivo-qualitative-data-analysis-software\/home?creative=605555104699&amp;keyword=nvivo&amp;matchtype=e&amp;network=g&amp;device=c&amp;gclid=CjwKCAiAheacBhB8EiwAItVO2-efnObuMEc38Bl8Soat-ElEyRO5Fl-1sAPsh1jky_S1m6JYbwHt_hoChxYQAvD_BwE\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">NVivo<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.optimalworkshop.com\/reframer\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Reframer<\/span><\/a><span style=\"font-weight: 400;\"> to organize, synthesize, and analyze the large amount of text data qualitative studies inevitably yield.<\/span><\/p>\n<h2 id=\"which-method-should-you-choose\"><strong>Which method should you choose?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Qualitative and quantitative research can be used at pretty much any point in the design process but each method is most useful at different times.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Quantitative research tends to be most valuable during the design phase of the UX process when it can quickly uncover if the UX solutions being designed are working the way the UX team intends. Quantitative studies are also helpful to validate the final design of a product before it goes live. At this point, quantitative research can confirm the design is ready to go to clients and stakeholders or point to the tweaks that need to be made to ensure the product is the best it can be.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Quantitative research, often with Google Analytics, is also utilized once a product goes live to evaluate the product\u2019s ongoing usability, compare it to competitors, and track its return on investment.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the other hand, qualitative research is most valuable during the discovery phase of the UX process when it can provide extensive insight into users\u2019 thoughts and feelings about the product the UX team is getting ready to design or redesign. Qualitative studies can also be valuable during the design phase when the UX team wants to understand how users feel about key user experience features, especially if they\u2019re unique or unusual. Findings from such studies can help the UX team determine if it\u2019s pursuing the best possible solutions.<\/span><\/p>\n<h2><strong>Combining quantitative and qualitative research<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">While it can make sense to focus on either quantitative or qualitative research in some circumstances, more often than not, it can be incredibly valuable to combine them to conduct a mixed methods study. That\u2019s because quantitative and qualitative methods are complementary approaches. For example, a survey can include a series of quantitative multiple choice questions that help point to how much users like a product\u2019s different features, as well as several qualitative questions that enable participants to explain the reasons for their answers to the multiple choice questions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mixed methods research is the best of both worlds, ensuring you can answer not only the questions of how much and how many but also why. This provides results that have both statistical weight and depth of insight, with the findings of each method strengthening the other.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some examples of mixed method research include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Card sorting where users explain their reasoning as they organize the cards<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tree testing where users describe their decisions out loud<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Surveys that include multiple choice and open-ended questions<\/span><\/li>\n<\/ul>\n<h2 id=\"presenting\"><strong>Presenting quantitative versus qualitative research<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Whether you performed quantitative, qualitative, or mixed method research, each UX research report should follow the same basic outline:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An introduction<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Research goals<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Business value<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Methodology<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Key learnings<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Recommendations<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Most of these sections involve explaining what you did and why you did it, but in the key learnings section, where you\u2019ll present the findings from your research, the data and artefacts you present will depend on the research methods you used.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, if you performed a quantitative study, this is where you\u2019ll present any relevant statistics you found, such as the percentage of participants who preferred one UX design solution over another. If you performed a qualitative study, there are more ways to present your findings and you\u2019ll have to decide which ones best represent your results. Options can include sharing the main themes or patterns you found in the qualitative data, illustrative quotes from participants, or artefacts like personas, journey maps, affinity diagrams, or storyboards.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To present the best key learnings section, it helps to combine qualitative and quantitative results whenever possible. This provides an opportunity for you to back up the statistical results uncovered by your quantitative research with quotes, personas, affinity maps, or other findings from your qualitative research. Not only does this create a convincing demonstration of the value of your research, it makes a stronger case for your findings and fosters greater empathy for your products\u2019 users.<\/span><\/p>\n<h2><strong>Conclusion<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Both quantitative and qualitative UX research has strengths and weaknesses. As a result, UX researchers must think carefully about the goals of the research studies they\u2019re conducting before deciding which method to utilize. No matter which one you choose, however, the results of UX research can make an invaluable contribution to the success of the user experience of any product.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this post, we&#8217;ll delve into the differences between quantitative vs. qualitative research and the benefits and drawbacks of using each one<\/p>\n","protected":false},"author":35,"featured_media":10116,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[307],"tags":[],"class_list":["post-7715","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design-thinking"],"_links":{"self":[{"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/posts\/7715","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/comments?post=7715"}],"version-history":[{"count":6,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/posts\/7715\/revisions"}],"predecessor-version":[{"id":10914,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/posts\/7715\/revisions\/10914"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/media\/10116"}],"wp:attachment":[{"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/media?parent=7715"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/categories?post=7715"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/tags?post=7715"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}