"The only reason I sometimes shy away from the words 'qual' and 'quant' is I think they present this dichotomy that is not the full truth, right?
I think people then start to think 'qual' means talking to people about fuzzy feelings and doing personas, whereas 'quant' means you sit on billions of data points and you put graphs and fancy charts out and you speak in ways that normal people don't understand.
Whereas in reality, obviously, it's a continuum, right? That's why I prefer to talk about the whole dimension as product insights, because we're all trying, at the end of the day, to understand people so that we can make better decisions for our product and for our businesses."
Join me chatting with Ben Dressler around all things quantitative research: how it differs from qualitative research, when to use it, what to watch out for, how to run A/B tests, how and why to use surveys, how to think about confidence intervals, the perennial dangers of correlation vs. causation, and lots more besides...
I hope you find something thought-provoking here to consider in the context of your own work.
You can also read the full Transcript.
Thanks for listening.
Mike Green
Understanding Users: The UX Podcast