Some UX problems, such as error messages and bugs, are loud and clear. Others are silent.
- A user struggling to find a feature
- A signup form that feels complicated
- A workflow that makes people give up
You may not find these issues in your data dashboard, but you will find them through qualitative observation.
The key is knowing what to look for. In this article, you’ll see examples of qualitative observation that reveal hidden friction. Read on to find out:
- How to spot issues that might otherwise go unnoticed
- Use these valuable insights to design better user experiences
TL;DR – Qualitative Observation Examples
This post covers four types of qualitative observation examples:
- Behavioral: Actions users take
- Emotional: Reactions and frustration points
- Contextual: Where and when users engage
- Social: How users collaborate and communicate about your product
We’ll put qualitative observation and quantitative observation side by side. And show you how they reveal the “why” and “what” behind user actions.
Ready to dive into the key characteristics and applications of qualitative observations? Here’s a quick tip first:
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What Does Qualitative Observation Mean?
Qualitative observation means watching and noting how users act.
You don’t rely on numbers or stats. Instead, you focus on behaviors, body language, and interactions. The goal is to understand what users do, not just what they say.
When testing a new checkout flow, you might notice users hesitate before clicking “Confirm Purchase.”
This pause tells you something isn’t clear, even if they don’t complain about it. It’s qualitative observation in action, looking for patterns and their meanings.
Are users struggling to find a feature? Are they skipping onboarding steps? You don’t need surveys or analytics for this. You just need to watch and listen.
This kind of research helps you spot real-world problems before they become big UX issues.
How to Differentiate Qualitative and Quantitative Observations
When researching, you can get insights through different channels in different forms. Here’s how to tell the difference between qualitative and quantitative observations:
| Feature | Qualitative Observation | Quantitative Observation |
| Focus | Behaviors, emotions, and interactions | Numbers, metrics, and patterns |
| How it’s captured | Watching users, taking notes, reviewing recordings | Surveys, analytics, A/B tests |
| Example | Users hesitate on a signup form, looking confused | 40% of users abandon the signup form |
| Best for | Finding usability issues, spotting pain points | Measuring trends, tracking performance |
Pro Tip: While you can’t do qualitative and quantitative research simultaneously, you need both for the whole picture. Learn how to quantify qualitative data and apply triangulation in qualitative research to validate your findings.
Characteristics of Qualitative Observations
If numbers tell you what is happening, qualitative observations show you why. You see real user struggles, spot hidden friction, and uncover insights that surveys and analytics miss. All thanks to a couple of key characteristics that make qualitative observation possible and so powerful:
#1. Context
You observe users in their real environment, not in a controlled test setting. Where they use your product affects how they interact with it.
Testing an internal dashboard for enterprise software? In a lab, users may navigate smoothly with no distractions. But in their actual office, constantly switching between screens, responding on Slack, and taking calls?
If they lose their place in a workflow or struggle to resume tasks, it’s a context issue. You wouldn’t catch it in a quiet test environment. And that’s why context is critical for the depth of your qualitative observations.
#2. No Scripted Tasks
You let users interact freely.
Instead of assigning step-by-step tasks, you watch how they naturally navigate your product.
If they ignore a feature or struggle to complete a workflow, you know there’s a problem.
#3. Open-Ended Insights
You don’t start with a strict hypothesis. Instead, you let user behavior guide your findings.
Unexpected struggles often reveal pain points you didn’t think of.
For instance, you observe users testing a new search feature in your app. You expect them to struggle with filters. But instead, they hesitate before typing because they aren’t sure what terms to use.
You didn’t set out to study this problem. But you’ve found it, and you now need to fix it.
#4. Focus on Actions
What users do is often different from what they say.
Someone might claim a checkout process is “easy.” But if they pause, re-read labels, or backtrack, it’s not as intuitive as they think.
#5. Deep Over Wide
A single rich observation can be more valuable than dozens of survey responses.
Watching one user repeatedly fail a task tells you more than generic “this was difficult” survey responses.
#6. Patterns Over Time
One user’s struggle might be an outlier. But when you see the same behavior across multiple sessions or users, it signals a real issue.
Tracking these patterns helps you separate random mistakes from true usability problems.
Be aware, though, that doing this manually takes time. You have to constantly sift through notes, rewatch sessions, and organize your feedback.
Does the thought alone feel overwhelming? Marvin, our AI-powered assistant, can help. It quickly tags data, runs the thematic analysis, and automatically surfaces key patterns.
Book a free demo today to see how Marvin makes pattern-spotting effortless.
Applications of Qualitative Observations
Qualitative observation fills the gaps left by analytics. When users struggle with your product, they won’t always tell you. But if you watch them, you’ll see the friction:
- The hesitation before clicking
- The confused scrolling
- The moments of frustration
These observations help you catch silent pain points. More importantly, they allow you to fix them before they turn into real problems.
Let’s look at some of the most common applications of qualitative observations in product development:
- Usability testing: Spot where users hesitate, backtrack, or get lost in your interface.
- Do they keep looking for a missing button? You know it’s a problem, even if they don’t say it.
- Onboarding analysis: See if new users follow your intended flow or if they skip key steps.
- Do they ignore your tutorial pop-up? Maybe they don’t find it necessary (or even notice it).
- Feature adoption tracking: Observe if users interact with new features naturally or if they seem confused.
- Do they keep tapping the wrong button? Your UI might need tweaking.
- Customer support reduction: Identify recurring issues before they become support tickets.
- Do multiple users struggle with the same workflow? Fixing it now saves headaches later.
- Competitor benchmarking: Notice how users talk about competing products to identify strengths, weaknesses, and opportunities.
- Do they repeatedly complain that a competitor’s app makes task tracking confusing? Avoid that pain point in your design.
- Accessibility improvements: Ensure your design works for all users, including those with disabilities.
- Do users with motor impairments struggle to tap your small buttons? Then, you need better spacing or alternative controls.
Examples of Qualitative Observations
You can survey users and interview them. But even so, the actionable insights will come from matching what they say with what they do.
You need to see how users behave, react, and adapt in real scenarios. And you have to think of categories to make these observations actionable.
Below are key types of qualitative observations, along with real-world examples. Check them out to understand how qualitative observations reveal what’s working and what’s not.
| Category | Qualitative Observation Examples | Potential meaning |
| Behavioral observations (User actions) | A user hovers over a button but doesn’t click. | The button label may be unclear. |
| A tester keeps scrolling up and down on a settings page. | They may be struggling to find a specific option. | |
| Users repeatedly try to swipe on a non-interactive element. | They expect swipe functionality there. | |
| Emotional observations (Frustration, excitement, confusion) | A user sighs or shakes their head during a checkout process. | The checkout flow may be too complex. |
| Testers smile or nod while using a feature. | They find the feature intuitive and enjoyable. | |
| A user suddenly stops engaging with the app and switches to another task. | Something in the experience may have caused frustration or distraction. | |
| Contextual observations (Where and how users engage) | A commuter tries to use your app in bright sunlight but struggles to see the screen. | Your UI may need better contrast for outdoor visibility. |
| A mobile user keeps switching between apps while completing a task. | Your process might take too long or require too much attention. | |
| A user hesitates before interacting with a security setting. | They may not understand the implications of their choice. | |
| Social observations (Collaboration, communication) | Two team members argue about how to find a setting in your app. | Your navigation may not be intuitive. |
| A tester asks a colleague about a feature before they use it themselves. | Your product may need better onboarding to be self-explanatory. | |
| A user asks for help in a live chat but abandons the session before getting a response. | Your support system may be too slow or confusing. |
Frequently Asked Questions (FAQs)
Before doing your own qualitative observations, check out these FAQs on the topic:
How Does Observation Protocol Work in Qualitative Research?
An observation protocol for qualitative research is a structured plan for capturing user behavior. It’s focused and ensures consistency. For example, you might track hesitation points in a new checkout flow across multiple users.
A good protocol includes:
- What you’ll observe
- Where and when you’ll do it
- How you’ll record findings
How Do Sensory Details Contribute to Qualitative Observations?
Sensory details capture how users physically interact with a product. Sight, sound, and touch provide clues about usability issues. A user might do any of the following to show you something feels wrong:
- Squint at the small text (sight)
- Sigh in frustration (sound)
- Repeatedly tap a button (touch)
What is the Role of Subjectivity in Qualitative Observations?
Subjectivity shapes how you interpret what you see. Your background, biases, and expectations influence the insights you draw. At the same time, a fresh perspective can reveal blind spots in your analysis.
To reduce bias, you’ll want to:
- Cross-check observations with team members
- Use video recordings
- Confirm your qualitative observations with stats
Conclusion
Numbers alone won’t reveal why your users are frustrated, confused, or struggling. That’s what qualitative observation is for. By watching how people interact with your product in real situations, you can:
- Uncover hidden usability issues
- Improve workflows
- Create a better user experience
Whether you’re testing a new feature, refining onboarding, or identifying pain points, qualitative insights help. They give you the why behind the what.
Want to make qualitative research easier? Marvin is here to capture, organize, and analyze your observations. All in one place.
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