Love your channel and book "Think Like a UX Researcher"! I'm a UXR myself and often find myself in discussions with management who are allergic to qualitative research findings. They would rather have me make up a quantitative score on the spot than listen to my qualitative findings. How do you get management to take qualitative research seriously?
In my experience, the reason people don't take qualitative research seriously is because they think it's all focus groups. Get them to observe a usability test, even if it's for just 20 minutes. This will change their preconceptions because it has so much face validity.
Great content and an interesting take on the issue. What I usually do is to try to provide a combination of both quantitative UX data AND qualitative research. Especially for important tasks or actions related to solving critical or severe pain points. I have a question, for a future video perhaps. based on your recommendation regarding the 2 questions to ask in a field study; could you tell us about a time when you had UX project that you really loved or were passionate about? what was it about? again thank you for the great content
Thank you for creating this channel. These videos are very useful. I have one question and hope you answer it here or in a next video: What sources of really good UX research content do you recommend? Thanks again for your channel 😊
Good question! Remember that with a/b testing and web analytics, we don't know what tasks people are doing. That means (for example) we can't answer the question, "What percentage of people can successfully find the product they want and complete checkout?" In contrast, usability benchmarking is focussed on specific tasks, so we can calculate success rate.
Hello! Thanks a lot for all what you share with us. My question is: What is the difference between the quantitative product metrics that UX designer is keen to collect and the ones product manager is doing ?
Thanks for your question. I'm not sure there is a difference (or at least, I'm not sure there should be a difference). The UX designer and the product manager have the same goal -- to create a successful product that works for users.
Interesting point about maturity level and the need for qual/quant. If I'm primarily a quantitative researcher (psych PhD) with some qualitative experience, what in which maturity level of organisation can I best use my skillset? What's the best use for quantitative skills in user research?
There's no simple answer to your question. Summative usability testing is a quantitative method, but I've only seen it used in high maturity companies. Surveys are a quantitative method but when used for user research it tends to be in low maturity organisations. A/B testing is a quantitative method that I've seen used in both low and high maturity organisations. So -- it depends.
Thank you for sharing this video, I would like to know in wich company scenario will be better to run a quantitative usability testing? considering these paradoxes that you mention
Well, it depends. If it's a low UX maturity organisation then running a quantitative study *might* give them the usability testing bug which *might* encourage them to run small sample qualitative studies. But then again, it might not. If it's a high UX maturity organisation then they know better what to do with the data - but the data won't be as good as they can get from their data analytics and A/B testing. That's the nature of paradoxes I'm afraid.
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This channel is pure UX gold. Thank you so much for sharing with us! It's priceless knowledge !
"Pure UX gold"! I love it! Thanks.
Anyone else loves when David laughs? It's good to see the humor in a subject that people take so seriously at times.
Love your channel and book "Think Like a UX Researcher"! I'm a UXR myself and often find myself in discussions with management who are allergic to qualitative research findings. They would rather have me make up a quantitative score on the spot than listen to my qualitative findings. How do you get management to take qualitative research seriously?
In my experience, the reason people don't take qualitative research seriously is because they think it's all focus groups. Get them to observe a usability test, even if it's for just 20 minutes. This will change their preconceptions because it has so much face validity.
Hehe that was the most 'heated' one you've had yet! That fiery passion on the topic came through haha.
Truth!
Great content and an interesting take on the issue. What I usually do is to try to provide a combination of both quantitative UX data AND qualitative research. Especially for important tasks or actions related to solving critical or severe pain points.
I have a question, for a future video perhaps. based on your recommendation regarding the 2 questions to ask in a field study; could you tell us about a time when you had UX project that you really loved or were passionate about? what was it about?
again thank you for the great content
I agree, I think that's the best solution, combining both types of method. And thanks for the question -- I'll add that to my list!
Thank you for creating this channel. These videos are very useful.
I have one question and hope you answer it here or in a next video:
What sources of really good UX research content do you recommend?
Thanks again for your channel 😊
I wrote a blog post on this a while back. You'll find it here: www.userfocus.co.uk/articles/ux-reading-list.html
@@DavidTravis great! Thank you very much 😊
If other methods (like a/b testing, analytics) are more effective, in which instances is using usability benchmarking worth it?
Good question! Remember that with a/b testing and web analytics, we don't know what tasks people are doing. That means (for example) we can't answer the question, "What percentage of people can successfully find the product they want and complete checkout?" In contrast, usability benchmarking is focussed on specific tasks, so we can calculate success rate.
Hello!
Thanks a lot for all what you share with us.
My question is:
What is the difference between the quantitative product metrics that UX designer is keen to collect and the ones product manager is doing ?
Thanks for your question. I'm not sure there is a difference (or at least, I'm not sure there should be a difference). The UX designer and the product manager have the same goal -- to create a successful product that works for users.
Interesting point about maturity level and the need for qual/quant. If I'm primarily a quantitative researcher (psych PhD) with some qualitative experience, what in which maturity level of organisation can I best use my skillset? What's the best use for quantitative skills in user research?
There's no simple answer to your question. Summative usability testing is a quantitative method, but I've only seen it used in high maturity companies. Surveys are a quantitative method but when used for user research it tends to be in low maturity organisations. A/B testing is a quantitative method that I've seen used in both low and high maturity organisations. So -- it depends.
Thank you for sharing this video, I would like to know in wich company scenario will be better to run a quantitative usability testing? considering these paradoxes that you mention
Well, it depends. If it's a low UX maturity organisation then running a quantitative study *might* give them the usability testing bug which *might* encourage them to run small sample qualitative studies. But then again, it might not. If it's a high UX maturity organisation then they know better what to do with the data - but the data won't be as good as they can get from their data analytics and A/B testing. That's the nature of paradoxes I'm afraid.