Collecting UX Metrics During Qualitative User Studies

Summary: Qualitative user research aims at insights, not numbers. Metrics for individual users help tell the story of how each person did, but mean values across a small sample won't be reliable.

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Collecting UX Metrics During Qualitative User Studies

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Quantitative vs. Qualitative Usability Testing

Both these complementary types of user research play important roles in an iterative design cycle. Qualitative research informs the design process; quantitative research provides a basis for benchmarking programs and ROI calculations.

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Kate Moran is a former NN/G employee who worked on research, teaching, leadership, and design thought leadership. Her expertise spanned both qualitative and quantitative research methods. At NN/G Kate discovered and published ground-breaking findings on artificial intelligence (AI), interaction design, digital content, and information-seeking user behaviors.

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