Michael Roller

Quantitative vs. Qualitative Research

In my short experience as a design professional, I’ve been exposed to both quantitative and qualitative research techniques. For the most part, we designers are exposed to small qualitative studies to gain empathy and identify user problems. Later in the process, big quantitative research validates our ideas and makes sure the product has a good shot at being successful. That’s about the extent of my knowledge on these techniques, but Sam Ladner has given great definitions to these two types of design research on her blog.

The qualitative process is iterative with the going back and forth from data to sense-making or developing theory. It is flexible and can change direction easily…And the quantitative design process is very linear, and does not include an iterative component.

The point is that both are valuable, but each in their own way. Knowing which is appropriate for a given stage of a project is the key detail one must get right. Sam’s blog is a great place to start gaining this knowledge.

Tags: research