Use qualitative research to get at the why. Quantitative data that tells you what people did is best paired with qualitative research that give you insight into how people felt. Conduct usability testing, utilize focus groups, and run surveys to get at the why behind the behavior you’re seeing.
Metrics Versus Experience
Julie Zhuo
2.2K61

Hey Julie! I really like the post and I’d also hope Facebook grows the direction where meaning overcomes numbers. One look at my FB feed tells me this is a difficult balance to master. Lots of “funny” stuff gets likes and views, fooling the metrics. Posts by strangers that a friend happens to like show up quite a lot. Actual friends and their posts are naturally not as popular by numbers but that’s the meaningful content many are after.

Another example: autoplaying videos will naturally get numbers up as you barely have time to dismiss them while scrolling down –– and yes, you do view a bit of the video since it’s playing, out of curiosity. And yes again, a lot of those videos wouldn’t be viewed without. Surprisingly, you can’t watch a video and browse your feed at the same time (yet?) which seems odd but understandable due to the nature of the product. Facebook is such a fascinating service, full of opportunities. Your job is a very difficult one. And meaning over metrics is the easiest thing to say in a random medium post comment :). Having the world to serve must be mind-blowing. I wish you all the best and I’m looking forward to see what my Facebook feed gives me next time.