User Experience
Qualitative Research
Plain English
Understanding why users do what they do.
Definition
Qualitative serviceUser ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service explores glossaryUser BehaviourUser behaviour refers to how users interact with a product, including actions, patterns, and decision-making processes.Open glossary term, motivations, and experiences through non-numerical glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term.
In practice
Used through interviews, guideUsability TestingObserving users complete tasks to identify usability issues, friction, and barriers to success.Open guide, and glossaryObservationObservation is a research method where user behaviour is watched and analysed without interference.Open glossary term to understand why users behave the way they do.
The reality
Often undervalued because it does not produce clear metrics, despite being critical for understanding glossaryContextThe surrounding conditions that shape behaviour and decisions.Open glossary term.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is qualitative research?
serviceUser ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service focused on understanding glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term and motivations.
What methods are used?
Interviews, guideUsability TestingObserving users complete tasks to identify usability issues, friction, and barriers to success.Open guide, and glossaryObservationObservation is a research method where user behaviour is watched and analysed without interference.Open glossary term.
When should you use it?
When you need to understand why something is happening.
What is the main benefit?
Deep understanding of glossaryUser BehaviourUser behaviour refers to how users interact with a product, including actions, patterns, and decision-making processes.Open glossary term.
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