Qualitative research

Qualitative research is about exploration. It focuses on discovering things we cannot measure with numbers and typically involves getting to know users directly through interviews or observation.

The latest in Qualitative research

Reframer v2 beta affinity map
Introducing Reframer v2 beta

Please note: This tool is a work in progress and isn’t yet available to all Optimal Workshop customers. If you’d like to opt in to the beta, pop down to the bottom of this article to find out more. The ability to collect robust and trustworthy qualitative analysis is a must for any team who... View Article

4 min read
7 common mistakes when doing user research interviews

Want to do great user research? Maybe you already have tons of quantitative research done through testing, surveys and checking. Data galore! Now you really want to get under the skin of your users, understand the why behind their decisions.

6 min read
What do you prioritize when doing qualitative research?

Qualitative user research is about exploration. Exploration is about the journey, not only the destination (or outcome). Gaining information and insights about your users through interviews, usability testing, contextual, observations and diary entries.

6 min read
Mixed methods research in 2021

Mixed methods research is the biggest trending research area of 2021. Why should you be using mixed methods research? And how?

6 min read
How to create a UX research plan

Having a detailed UX research plan helps you keep your overarching research goals in mind as you work through the logistics of a research project.

9 min read
The Art of the Customer Interview

Customer interviews are the lifeblood of SaaS businesses. If you’re not investing in them, you’re missing out on one of the most impactful tools you can use to grow your business and improve your product.

9 min read