Qualitative vs. Quantitative UX Research

Summary: Qualitative and quantitative methods both have their place in user research, but they address different issues in the UX design process. Understand the differences to pick the right method to learn what you need.

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Qualitative vs. Quantitative UX Research

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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, management, and thought leadership. Her expertise spanned qualitative and quantitative research methods. At NN/G Kate published research findings on topics such as digital content, information-seeking user behaviors, and AI.

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