Understanding Mixed Methods Experimentation

Mixed methods experimentation combines various types of evidence-generating activities to enhance decision-making processes. This approach considers two key spectrums: behavioral versus attitudinal insights and quantitative versus qualitative data. For instance, A-B testing focuses on measuring user behavior, while qualitative methods like diary studies help uncover user motivations and thoughts. By integrating these methodologies, organizations can achieve a comprehensive understanding of user experiences and behaviors, leading to more informed decisions.