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Managing Change – Joe Leech on The Product Experience

The Product Experience

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The Importance of Qualitative and Quantitative Testing in User Research

Some of the bigger more in-depth changes that come out of user research aren't suited to more NV or AB testing as a proof point for them. It can take up to six months of iterations on a big change like that to start to see any value off the back of some big innovative changes. People often don't like to do qual research because they don't feel it's got statistical significance or the numbers don't back up what's going on so you often hear people saying we've only researched with six people how can that be statistically significant?

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