When designing digital products, you will need to do your research first. This ensures your product will be designed to match the needs and wants of your target audience. The better data your research obtains, the higher likelihood you have at increasing revenues. Two types of research should be used together: qualitative research and quantitative research.
By performing qualitative (1-on-1 interviews), you can discover people's needs and jobs-to-be-done. You can understand why people do what they do. By validating this on a quantitive level, you can validate that across a higher number of users.
Qualitative research is when you assess behavior based on your observations. You get to understand the beliefs and practices of people intimately.
There are several methods used to collect data using qualitative research. Some of the most common ones are the use of surveys, one-on-one, or group, interviews with stakeholders or end-users, field studies, and usability tests. This type of research helps your organization understand your target customers’ beliefs, attitudes, and motivations.
These are aspects that are not quantifiable, yet are essential to know. You learn about pain points and challenges that your customers are likely to have, helping you address them before your product is rolled out.
Quantitative research is used when you want to quantify potential issues. The data will be either numerical or able to be transformed into something that is of use quantitatively. This type of research can help validate qualitative research.
An example of this would the information stemming from user surveys. A survey can provide a wealth of numerical data that will be later used to come up with statistics and help with identifying problems or needs users face. This research focuses on testing some theory or appearance of attitudes of target customers regarding a specified research objective.
When you use both qualitative and quantitative research, you ensure your digital products will be designed to be as successful as possible. It is a quantitative research that validates and confirms the findings of our qualitative research. Both types of research are complementary with one another, yet provide different kinds of data. Some data using both methods will be useless, but some will be incredibly helpful. As William Bruce Cameron once said, “Not everything that can be counted counts, and not everything that counts can be counted.” When you apply both, you get a clear picture of what your customers need and want.