Qualitative
Quantitative
Qualitative
Gather data by listening and observing (individual in-depth interviews and focus groups)
Quantitative
Gather data by more automated numerical means (surveys and usage logs)
Qualitative
Analyze and synthesize data from notes, video recordings, and open-ended questions to identify themes
Quantitative
Analyze and synthesize data through computational math and statistical methods
Qualitative
Best expressed in a storytelling style using words, personas, and graphics
Quantitative
Best communicated in graphs, charts, and tables
Qualitative
Small sample sizes – as little as 10–15 study participants
Quantitative
Large sample sizes
Qualitative
Questions are generally asked in open-ended text field format
Quantitative
Questions are asked in close-ended multiple choice format
Qualitative
Data collection methods lend themselves to more opportunity for live, face-to-face interaction with the people using your product or service
Quantitative
Very few data collection methods require live, face-to-face interaction with people using your product or service