One of the main things that we UX practitioners have to do at some point or another is qualitative or quantitative research studies. No matter if we are in user-centered design, design sprint, or simply talking with our stakeholders this kind of information is extremely helpful to persuade the audience to whom we are presenting.
“Qualitative research studies can provide you with details about human behavior, emotion, and personality characteristics that quantitative studies cannot match.”
“Statistical analysis lets us derive important facts from research data, including preference trends, differences between groups, and demographics.”
Having a basic understanding of each is critical when you have a project in which you need to perform one of the studies or if you need to perform both: “While quantitative and qualitative research approaches each have their strengths and weaknesses, they can be extremely effective in combination with one another.”
The conclusion is that we are looking to answer questions to better help solve the problems that can better enhance the product or service in which we are testing. After all, we only want to create a better user experience so that the user will have an easier and more enjoyable time using that product or service.