Quantitative research uses numerical data and statistical analysis to understand and explain how users interact with digital products. It aims to recognise patterns and trends in user behaviour, assess the efficiency of design solutions, and make data-driven decisions about product development. Quantitative research methods involve, for example, surveys, usability testing, and click tracking.
When it comes to User Experience, quantitative research is extremely valuable. They guarantee objectivity in measuring user behaviour and attitudes as they rely on data and statistics. Since their results are based on large sample sizes, the findings can be generalised for all users. Quantitative research is also great for testing hypotheses and establishing causality between different factors. They also allow researchers to compare data across different groups or over time, providing insights into how user segments or design changes affect user behaviour.
Finally, quantitative research collects, analyses, and interprets abundant data, ensuring that decisions regarding product design or development are evidence-based.
While quantitative research brings a lot of value on its own, it's best to pair it with qualitative research to ensure a comprehensive understanding of user needs. It's also crucial to use appropriate statistical methods for data analysis to make sure that your conclusions are valid and reliable. You should also ensure that your sample size is big enough to be representative of the population you're studying for your digital product.
So what shouldn't you do to conduct quantitative research and accurately interpret its results properly? Don't use your findings from quantitative research methods to draw conclusions about individual users or small groups. And don't ignore outliers or unusual data points – treat them as an opportunity to get more valuable insights into user behaviour.
Quantitative research works perfectly if you want to find patterns and trends in user behaviour or measure the effectiveness of your product. However, to guarantee the best results and extensive understanding of your users, qualitative research methods should complement your research. Only then you'll get more in-depth insights into user needs.