01. Quantitative research
At User Centric we conduct tests with users to ascertain quantitative data to help understand what is working and what is not. When we discuss ‘quantitative’ research we are looking at numeric measurement. It answers questions such as “how many people clicked here” or “what percentage of users are able to find the call to action?” It’s valuable in understanding statistical likelihoods and what is happening on a site or in an app.
02. Qualitative research
Where we can ask questions such as “why didn’t people see the call to action” and “what else did people notice on the page?” and often takes the form of interviews or conversations. Qualitative research helps us understand why people do the things they do. And to help formulate how we can address some of the key usability questions.