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User Research: What It Is and Why You Should Do It

User Research: What It Is and Why You Should Do It

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User research (and other kinds of research) is often divided into quantitative and qualitative methods.

  • Surveys and formal experiments such as A/B testing and tree testing are examples of quantitative research tools. Quantitative user research methods seek to measure user behavior in a way that can be quantified and used for statistical analysis.
  • Interviews and (to some degree) usability tests are examples of qualitative research tools. These are often more exploratory and seek to get an in-depth understanding of the experiences and everyday lives of individual users or user groups.

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