Research methods such as Quantitative Research and Qualitative Research are complementary methods that you can combine in your surveys to get results that are both wide-reaching and deep.

Quantitative data gives you the numbers to prove the broad general points of your research. Qualitative data brings you the details and the depth to understand their full implications. You must know their differences to get the best results from these survey methods.

In the understanding phase, we put ourselves into users’ shoes and understand their likes & dislikes, context, needs, pain points, etc. Meanwhile, we learn about the business: What is the money-making model? What are the metrics to measure business success? What are the challenges? What product cycle are we in?


This stage involves researching and gathering user information to understand their needs, behaviors, and preferences. User research methods such as interviews, surveys, and user testing are used to collect data and create user personas. User personas are fictional representations of the target users, with a detailed description of their demographics, goals, pain points, and behaviors.


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