Validating your insights

Quantitative data is easier to measure and can be tracked for change more frequently than qualitative data. You can use the various research techniques you learned in Chapter 8 to gather qualitative and quantitative data. Since analyzing unstructured data from feedback forms, questionnaires, and diary studies that are part of qualitative data requires intense effort in conducting and interpreting, it is common to have less frequent updates to these insights. But qualitative data can give you more nuanced insights into the end user experience that can help you identify and creatively address the users’ needs. Often, qualitative data can help you find opportunities you may not have been aware of yourself.

You can utilize qualitative data to drive decisions when you don’t have enough data to make a decision. This is very useful when you are testing new functionality and want to get early feedback from customers. Usability studies are the best...