Qualitative vs. quantitative research and when to use each

In the experience economy, understanding user needs and problems is essential for delivering valuable products, and user research, encompassing both qualitative and quantitative methods, is pivotal in achieving this. Qualitative research, rooted in sociology and psychology, explores subjective experiences and perceptions, while quantitative research, grounded in mathematics and statistics, relies on empirical data to analyze user behavior and preferences. Each method has distinct strengths and limitations, and they are often used together to comprehensively understand user needs and behavior. Common qualitative methods include interviews, focus groups, observation, card sorting, and usability testing, while quantitative methods encompass surveys, content analysis, analytics, eye tracking, and A/B testing. The choice of research method depends on the research goals and questions, which vary across the product development cycle from discovery to delivery. A practical example is provided through a case study of WhatsApp's consideration of a "stories" feature, illustrating how different research methods inform various stages of product development. User research is indispensable for informed decision-making throughout the product lifecycle.