Qualitative Research

In UX, we often use qualitative research to gather insights or observations about users. This type of research is useful for discovering problems and determining design solutions.

In a usability-testing session, a researcher (called a “facilitator” or a “moderator”) asks a participant to perform tasks, usually using one or more specific user interfaces. While the participant completes each task, the researcher observes the participant’s behavior and listens for feedback.

4-minute video: 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.