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.

by

Topics:

Qualitative vs. Quantitative UX Research

 to watch NN/g videos

Related Article

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.

Video Author

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.

Learn More

Subscribe to the weekly newsletter to get notified about future articles.

Videos