VietMX Staff asked 3 years ago
There are two main types of user research: quantitative (statistics: can be calculated and computed; focuses on numbers and mathematical calculations) and qualitative (insights: concerned with descriptions, which can be observed but cannot be computed).
Quantitative research is primarily exploratory research and is used to quantify the problem by way of generating numerical data or data that can be transformed into usable statistics. Some common data collection methods include various forms of surveys – online surveys, paper surveys, mobile surveys and kiosk surveys, longitudinal studies, website interceptors, online polls, and systematic observations.
Qualitative user research is a direct assessment of behavior based on observation. It’s about understanding people’s beliefs and practices on their terms. It can involve several different methods including contextual observation, ethnographic studies, interviews, field studies, and moderated usability tests.
