User Research
Qualitative Data
Plain English
Descriptive glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term about users.
Definition
Qualitative glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term is non-numerical evidence describing serviceUser ExperienceImprove journeys, reduce friction, and make digital products clearer, simpler, and easier to move through.Open service, glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term, and opinion, gathered through interviews, observation, and open-ended feedback. It explains reasoning in the user's own terms.
In practice
Collected through interviews, glossaryObservationObservation is a research method where user behaviour is watched and analysed without interference.Open glossary term, and open-ended glossaryFeedbackFeedback is the system response that informs users about the result of their actions. It helps users understand what has happened and what to do next.Open glossary term.
In context
It is the material that explains a number. The analytics said the step lost people; the twelve glossarySessionA session is a single period of user interaction with a product, from entry to exit within a defined timeframe.Open glossary term transcripts said they could not tell whether the fee was one-off or monthly.
The reality
Can be subjective and requires careful interpretation.
Compared with
Qualitative Data vs Quantitative Data
Qualitative glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term describes experience in the user's own terms and explains reasoning. glossaryQuantitative DataQuantitative data is numerical information used to measure behaviour and performance, collected through analytics, metrics, and structured surveys. It supports comparison and scale, and carries no explanation on its own.Open glossary term counts and compares. Qualitative cannot tell you how widespread something is; quantitative cannot tell you what caused it.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is qualitative data?
Non-numerical glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term about glossaryUser BehaviourUser behaviour refers to how users interact with a product, including actions, patterns, and decision-making processes.Open glossary term and opinions.
How is it collected?
Through interviews and glossaryObservationObservation is a research method where user behaviour is watched and analysed without interference.Open glossary term.
Why is it useful?
It explains why users behave a certain way.
What is a limitation?
It can be subjective.
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