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There are two categories of research: Qualitative and Quantitative. In this video, we'll review what they mean in regard to your design.
New Terms:
- Qualitative Research - Researching with the intent of understanding the range of behavior for your desired audience as well as the motivations and perceptions that lead them there.
- Quantitative Research - A structured method of data gathering and analysis involving mathematical rigor.
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Before we dive in to the specific
methods for evaluating your design,
0:00
it's important that we understand
the two key categories research,
0:05
qualitative and quantitative.
0:10
Qualitative research methods
are common to both the generative and
0:13
tactical phases of research.
0:17
All qualitative research
shares the intent,
0:19
to understand the range of behavior for
your desired audience,
0:22
as well as the motivations and
perceptions that lead them there.
0:26
And what the heck does that mean?
0:30
In the first phase, generative,
if you're designing a product for
0:33
surgeons in the operating room, you need
to note everything that happens there.
0:37
Why it happens and what the surgeons
are thinking in the process?
0:42
In the second phase, tactical,
0:46
you're creating a prototype to keep
surgeons more alert during a procedure.
0:48
You need to see how they use this
prototype to keep awake, why they do this,
0:53
and what they think along the way?
0:58
And finally,
in the third phase, evaluative.
1:00
If you've launched a product,
1:04
keep track of how people
are using it in the real world.
1:06
If you observe something
you don't understand,
1:08
dig deeper to discover why users
are doing things this way and, again,
1:12
what they're thinking along the way.
1:16
Something else that all qualitative
research has in common is talking and
1:19
observing people directly.
1:23
It cannot be automated, and often
means talking to just a few people for
1:25
each study,
usually five to eight is enough.
1:30
Now on to quantitative research,
which is, a structured method
1:33
of data gathering and
analysis involving mathematical rigor.
1:38
Let's take into what that
means in practical terms.
1:43
Unlike qualitative data,
1:47
which can be gathered from in-depth
discussions with a small number of people,
1:48
quantitative data involves hundreds or
thousands of people.
1:53
Use quantitative methods when you want to
understand how people use your product in
1:57
a statistically meaningful way that could
be generalized to the entire population.
2:02
Use qualitative methods when you
want an in-depth understanding of
2:07
the underlining why behind their behavior.
2:12
Luckily, you don't need to always
choose between qualitative and
2:15
quantitative methods.
2:19
In fact,
it's often best to combine these methods.
2:21
You can conduct a handful of interviews
qualitatively in order to inform
2:24
a survey that will be sent another
few thousand people quantitatively.
2:29
Or you can observe a pattern amongst the
thousands of people using your service,
2:34
quantitatively.
2:38
And then select a few of them to interview
in order to understand why this happens,
2:40
qualitatively.
2:45
Now, let's dive into usability studies,
2:46
a common qualitative method for
tactical research.
2:49
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