Qualitative vs. Quantitative research.

Learn the basic differences between qualitative and quantitative research techniques used in UX design.

Both are research techniques used for collecting, analyzing data, and for gaining different insights from that data.

Eye Tracking and Heat Map Analysis.

Quantitative research in simple words deals with numbers and statistics. It produces numerical data or information that can be converted into numbers and figures.

• It is expressed in numbers and graphs.
• It is analyzed through math and statistical analysis.
• It is used to test or confirm theories and assumptions.
• This type of research can be used to establish generalizable facts about a topic.
• Common quantitative methods include experiments including forms of questionnaires and surveys, observations recorded as numbers, and structured interviews/surveys with closed-ended questions as well as a behavioral observation.
• In addition to these traditional techniques, eye tracking, as well as computer-guided automatic facial expression analysis are also used.

Closed-ended questions are questions that can only be answered by selecting from a limited number of options, usually multiple-choice, ‘yes’ or ‘no’, or a rating scale (e.g. from strongly agree to strongly disagree). Closed-ended questions give limited insight, but can easily be analyzed for quantitative data.

User Interview and Group discussion.

Qualitative research in simple words deals with words and meanings. It generates “textual data” (non-numerical).

• It is expressed in words and is used to understand concepts, thoughts, or experiences.
• It is analyzed by summarizing, categorizing, and interpreting data.
• This type of research enables you to gather in-depth insights on topics that are not well understood.
• Common qualitative methods include Individual interviews with open-ended questions, Group discussions, Focus groups, Behavioral observations.
• Additionally, eye tracking or automatic facial expressions are analyzed qualitatively in usability research. Heatmaps or moments of expressions of frustration/confusion are used to track the journey of an individual user within a software interface.

Open-ended questions are questions that cannot be answered with a simple ‘yes’ or ‘no’, and instead, require the respondent to elaborate on their points. Open-ended questions help you see things from a customer’s perspective as you get feedback in their own words instead of stock answers.