Qualitative Research in Product Management

i love that in eui design, we don't get into data the way that be perhaps say that we do. We are very good at qualitative research, but not getting into the hard numbers and hard facts and figures as much. I think what they experience is a metric chasing that feels like its forcing the design, or the direction of the product to go. It's distorting the way things should be. And there's a concern about that it's reductive, and it claims to explain why, but it's really just telling you what you dot.