Types of Research Methodologies

Note: this is a (very) condensed version of the article Research methodologies: learn to master them , provided for free at Dorve UX.

Qualitative Research

Qualitative research is foundational in UX design. It focuses on human behavior, prioritizing observation and interpretation over numerical data. The goal is to understand the “why” behind behaviors, providing insights into user needs and motivations.

This approach is versatile, often used in early product development stages to guide further research. Qualitative research lays the groundwork for quantitative research, adding context to numerical data. However, its findings usually aren’t generalizable due to small sample sizes.

Techniques and Methods

• Interviews: Varied structures allow for depth and range.
• Observations: Natural settings reveal authentic behaviors.
• Focus Groups: Mediated discussions collect diverse viewpoints.

Key Resources

• Michael Quinn Patton’s “Qualitative Research & Evaluation Methods”
• James P. Spradlin’s “The Ethnographic Interview”

Quantitative Research

Quantitative research is structured, widely used in various fields, including UX. It aims to quantify issues, turning data into statistics. Its strength lies in its objectivity and the potential for data-driven decision-making. However, it often lacks the context that qualitative research provides.

Techniques and Methods

• Surveys: Closed-ended questions yield measurable data.
• A/B Testing: Compares webpage or app versions.
• Analytics: Tracks behaviors for statistical data.

Key Resources

• John W. Creswell’s “Research Design: Qualitative, Quantitative, and Mixed Methods Approaches”
• Judy Robertson and Maurits Kaptein’s “Statistical Methods for Human-Computer Interaction”

Mixed Methods

Mixed methods combine qualitative and quantitative approaches. They offer a comprehensive understanding of research problems. One UX application is Quantum UX, which uses AI to integrate both data types for real-time adaptation.

How It Works

• Exploratory Phase: Qualitative methods for initial understanding.
• Validation Phase: Quantitative methods confirm findings.
• Integration Phase: Data synthesis leads to conclusions.

Key Resources

• John W. Creswell’s “Designing and Conducting Mixed Methods Research”
• Silvia Dominguez and Betina Hollstein’s “Mixed Methods Social Networks Research”

Differences and Similarities

• Qualitative: Context and depth for understanding ‘why.’
• Quantitative: Measurable data on ‘what’ and ‘how much.’
• Mixed Methods: Comprehensive, multi-faceted data.

Methodology vs. Method vs. Techniques

Methodology: The Big Picture

Methodology is the strategy guiding your research. It’s the framework, the ‘why’ behind the ‘how.’

Method: The Building Blocks

Methods are specific activities within the broader methodology. They include tasks like interviews or statistical tests.

Technique: The Tools of the Trade

Techniques are procedures used to execute methods, such as the types of survey questions or the platform for survey administration.

Historical Perspective

Research methodologies have evolved from academic settings to accommodate technological advancements. The UX field adapted traditional methods for fast-paced tech landscapes, leading to more flexible, dynamic approaches.

How to Learn Research Methodology

Courses, online resources, and foundational texts offer structured learning paths. Resources like the Dorve UX blog provide free, expert insights.

Continue Learning

If you’re interested in diving deeper into UX research, consider exploring the following resources. They are entirely free, with no ads or gimmicks, and are penned by UX professionals who have worked with some of the world’s leading companies.

List of UX research articles of this collection

1. Stop Ignoring Qualitative Research. The definitive guide
2. Quantitative methodology: 3 scales you should master
3. How to Perform User Testing in 10 Easy Steps
4. New UX User Categorizations to ease user research
5. How to do scientific research correctly in UX? A simple 7 steps guide
6. UX Personas: A simple method to identify our users accurately
7. Factorial design: A powerful research tool (advanced)
8. A / B and Multivariate Testing: Get True Results (Part 1)
9. A / B and Multivariate Testing: Get True Results (Part 2)

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