Master User Research Methods: Qualitative vs. Quantitative Techniques

Discover key differences, strengths, and applications of qualitative and quantitative research methods for impactful user insights.

8 mins read
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Sherlock Holmes would probably claim user research is elementary. But any other researcher can tell it’s anything but easy. In fact, user research is part detective work and part science experiment.

When you want to develop user-centered products, deciding what user research methods to use or whether you should triangulate is just the warm-up. The real challenge comes when you start sorting through all the data for actionable insights.

That’s why we wrote this blog post where we:

  • Help you better understand your research options and when to choose them
  • Introduce you to an AI-powered research assistant who does the bulk of your data analysis and saves time on every project

In a hurry to get results? Create a free account with Marvin to see how our end-to-end research repository with AI workflows simplifies the collection and analysis of your user research.

Purpose of User Research Techniques

No matter how much you think you know about your users, nothing beats actual data from real people. That’s where user research techniques come in — they help you step out of assumptions and into your users’ shoes.

Whether you’re running interviews, surveys, or usability tests, each method gives you a fresh perspective to:

  • Uncover hidden needs, behaviors, and frustrations
  • Replace guesswork with real answers

The right user research strategy reveals what users love and what confuses them. It gathers the evidence you need to build solutions that improve user experience.

Key Benefits of User Research Methods

User research is more about getting actionable insights than just collecting random feedback. Let’s break down its key benefits:

  1. Clarity over guesswork: User research gives solid data that tells you exactly what to focus on. No more making assumptions that may lead you astray.
  2. Smarter decision-making: Real insights steer your product in the right direction. You waste fewer resources on features nobody asked for (or needs).
  3. Time-saving superpowers: Research takes time but can prevent you from choosing the wrong path later. It can also avoid delays with redesigns or wasting time with development.
  4. Better user experiences: You want to build products that users love. The more you understand their needs, the more you can design something that doesn’t just work but delights them.
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Types of User Research Methods

Not all user experience research methods reveal the same type of information.

Some methods will have you play detective and dig deep into your users’ minds — those fall into the qualitative research bucket. Others focus on hard numbers and evidence from quantitative research.

But whether you’re looking for rich stories or crunching the data, there’s a method that fits the bill.

Below is a rundown of the different types of UX methods.

Qualitative Research

Use this approach when you want to know the why behind your users’ actions. Qualitative research probes and pokes into their thoughts, feelings, and motivations. 

It’s the heart-to-heart conversation where you get those deep insights that help you understand users more personally.

In-Depth Interviews

These one-on-one conversations are perfect for uncovering the nuanced insights you can’t get from numbers alone.

Imagine sitting down for coffee with your users and asking, “Okay, what’s going on here?” You get detailed feedback from the source and explore their thoughts, experiences, and motivations.

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Focus Groups

The name says it all — a group of users has a lively, focused discussion about your product. They share their thoughts, and you explore their opinions and perceptions in real-time.

Focus groups are great for generating ideas and seeing how users respond to each other’s feedback.

Contextual Inquiries

This is where you get “out into the wild” and observe users in their natural habitat. Unlike typical user testing, there are no questions or interruptions here; you just watch them interact with your product.

You might visit them at their workplace or invite them to a controlled environment (such as a lab or office). You’re as unobtrusive as possible so they don’t feel self-conscious or behave differently because they’re being watched.

Usability Testing

Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works.

(That’s from Steve Jobs, who once debated for 30 minutes about what shade of gray the bathroom signs in Apple stores should be.)

The takeaway? After you’ve designed it, you need to see if users can actually use it.

Usability testing allows you to watch them interact with your product, spotting any issues or pain points. It’s the ultimate reality check for whether your design works as smoothly as you think.

Quantitative Research

Sometimes, more than the heart-to-heart, you need the hard numbers and measurable results. That’s when you use quantitative research to look at the facts, figures, and large-scale patterns.

With this approach, you get the insights to make decisions based on what’s statistically significant, not just what feels right. And there are a few different methods you can use:

Surveys and Questionnaires

Need answers from a lot of people, fast? Surveys are your best friend.

They involve asking structured questions — often multiple-choice or rating scales — that allow you to gather data on user preferences, behaviors, or opinions. The goal is to quantify the responses and identify trends.

The best part? You can reach hundreds or thousands of users. With a tool such as Marvin, you can quickly analyze the results to spot patterns and insights across the board.

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Analytics Review

This method works best when you have the data and need to drill into it.

For example, you could review the analytics of your website or app. Combing through these user behavior insights can show you the following:

  • Which pages are visited the most
  • Where users drop off
  • What features get the most love (or frustration)

From there, you can prioritize improvements that will significantly impact user satisfaction and product success.

Eye-Tracking Studies

Ever wonder exactly what your users are looking at?

Eye-tracking studies let you follow a person’s gaze to see where their attention goes first and where it drifts away.

Using specialized equipment or software, you can track the movement of their eyes as they navigate your product or interface.

This is a fantastic way to understand which design elements catch the eye and which go unnoticed.

A/B Testing

Can’t decide between two designs or features? Let your users decide for you.

A/B test by pitting two versions of a product or feature against each other to see which one performs better.

This method is highly effective for finding out what works — and what doesn’t.

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How to Choose the Right Research Method

Selecting the right user research method can feel like staring at a buffet and not knowing where to start. The trick is to match the technique to your project’s goals. 

Let’s break it down into bite-sized steps to make your decision obvious:

  1. Define your objective: Your goal will shape your method. What are you trying to learn? Are you exploring user behavior, testing usability, or gathering feedback?
  2. Determine the type of data you need: If you need detailed, personal insights, go with qualitative data analysis. Quantitative research is the better choice if you’re looking for measurable, large-scale trends.
  3. Consider your resources: How much time and budget do you have? Qualitative methods, such as interviews, can be time-consuming, while surveys or analytics might give you faster results with fewer resources.
  4. Understand your users: Think about who you’re studying. Are they comfortable with long discussions or prefer something quicker – a survey? Tailor the method to their preferences.
  5. Decide whether to combine methods: Sometimes, one method won’t give you the whole picture. Don’t hesitate to combine approaches, such as pairing usability testing with a follow-up survey for deeper insights. This approach, known as triangulation, helps validate your findings by using multiple methods to cross-check insights.
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Challenges in User Research and How to Overcome Them

User research can get tricky in more than one way. But knowing about potential challenges will bring you closer to overcoming them. Here’s what you can expect and how to proceed:

  • Needle-in-a-haystack recruiting: The right users aren’t necessarily unicorns. To find them, narrow your criteria and use targeted recruitment channels. You can also consider offering small incentives. For example, early access to a new feature or a gift card.
  • Time and budget constraints: Research can be a time and money drain. Keep it simple, and start small with quick surveys or usability tests. This way, you’ll get valuable insights without burning your wallet.
  • Dealing with biased feedback: People love telling you what they think you want to hear. Flip the script by asking open-ended questions. Better yet, watch what they do instead of relying only on what they say.
  • Communicating results to stakeholders: Sometimes, the hardest part is getting everyone else on board with your findings. Make it easy with clear visualizations, summaries, and tools that let your conclusions shine.

Whether you’re drowning in feedback, short on time, or struggling to get stakeholders on board, Marvin can help.

As an AI-powered research assistant, it automates tagging, transcription, and advanced analysis. The result? You get relevant, rich insights faster, no matter how big the data pile. And you can share them effortlessly with your team.

Start your free trial today and let Marvin supercharge your research process.

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Best Practices for Effective User Research

There’s nothing worse than spending all that time, money, and energy solving the wrong problem (the thought alone is painful!).

Consider the following tried-and-true practices to keep your research on track and your insights solid:

  • Start with hypotheses, not just questions: Form hypotheses about your users’ behaviors or pain points before starting research. It keeps you focused and makes testing and validating assumptions with data easier.
  • Pilot test your methods: Before going all-in, run a small pilot test of your surveys, interviews, or usability tests with a few participants. This will refine your questions and approach and keep make final research more effective.
  • Segment your data for more granular insights: Don’t analyze your data as one big lump. Break it down by user segments (e.g., demographics, behavior types) to see trends and patterns specific to certain groups.
  • Focus on contextual relevance: Choose research methods and questions that relate directly to the context in which users will interact with your product. Real-world usage scenarios will give you more meaningful feedback.
  • Prioritize actionable findings: It’s tempting to explore every detail when analyzing your results. Still, you should focus on the insights that can drive immediate action, the ones that impact decision-making and product development.
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Frequently Asked Questions (FAQs)

These FAQs are the last pieces of the user research methods puzzle:

What is the Difference Between User Research and Market Research?

User research zooms in on experience and usability. It shows you how people interact with your product and tells you how to make it work for their needs.

Market research zooms out on demand and positioning. It looks at demographics, competitors, and the general landscape to spot the broader market trends.

How Can You Validate User Research Findings?

Use multiple methods (triangulation) to find consistent themes across data sources. You can also run usability or A/B tests to confirm that your suggested changes improve user experience.

If your results hold up under different conditions and methods, they’re likely legit.

How Do You Measure the Success of a User Research Project?

Success in user research is measured by actionable insights that:

  • Lead to product improvements.
  • Solve the original problem.
  • Guide smarter decisions.

If stakeholders use the findings and users are happier with the product, your research is a success.

How Can Remote User Research be Conducted?

You can conduct remote interviews through video calls, run usability tests with screen-sharing tools, or send surveys to get quick feedback.

Marvin helps you automate note-taking, transcription, and tagging, making your remote research feel as seamless as in-person.

Conclusion — User Research Methodologies

User research is the backbone of designing products people actually want to use.

If you pick the wrong user research methodology or misinterpret the data, you can get off course quickly. So, whether you’re validating ideas, solving user problems, or tweaking designs, getting research right means everything.

That’s where Marvin comes in, with AI-powered workflows and tools that make every research step intuitive.

Sign up today and use Marvin to organize your research and quickly analyze it. You’ll become more efficient and uncover rich insights that will help you make smarter product decisions.

Cari Murray is director of marketing & partnerships for HeyMarvin, a UX research repository that makes it super simple to talk to your customers and design products they love. She's been telling powerful brand stories for 20 years.

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