Quantitative vs qualitative whats the difference?

Quantitative vs qualitative whats the difference?

When conducting UX research, there are two main categories of methods to choose from: Quantitative and Qualitative research.

To choose the most suitable method, it's important to understand the difference between them...

Quantitative is WHAT

Qualitative is WHY

QUANTITATIVE IS best at confirming that you have a specific problem and WHAT it is.

QUALITATIVE IS best for understanding why: why users behave a certain way, why they have certain motivations, and WHY they use your product.

Quantitative deals with raw data

Qualitative deals with human behaviour

QUANTITATIVE METHODS use measurable numerical data to uncover patterns in research

QUALITATIVE METHODS are used to gain an understanding of the underlying reasons for these patterns. You can get inside the mind of the user using your product.

Quantitative research techniques

• Surveys
• Content Analysis
• Web/App Analytics

Qualitative research techniques

• Interviews
• Focus Groups
• Usability Tests