The document discusses the differences between qualitative and quantitative user research methods, emphasizing their respective roles in understanding user needs. Quantitative research focuses on numerical data to uncover 'how much' or 'how often', while qualitative research provides descriptive insights to answer 'why' or 'how'. Both methods are essential for effective product design and user-centric decision-making, and tools like Webmaxy Analyzer can aid in collecting and analyzing both types of data.

1. Qualitative vs quantitative user research:
Key differences of two research methods
Nowadays, most companies are focusing on creating user-centric
products, let they be tech or IT related. Marketers have observed the
benefits of putting their users first in their decision-making. However,
what is the best way to know users’ needs and wants?
Conducting qualitative vs quantitative research is the best method
to know users’ needs and deliver in accordance with that. When it comes
to research, there are two ways you can go about it: quantitative vs
qualitative user research.
Nonetheless, you can’t say that it is better to do just one type of research.
Sometimes, quantitative data is useful, and other times qualitative
data to get to the bottom. Here, in this blog, we will give you

2. the quantitative definition, the qualitative definition, and the
difference between qualitative vs quantitative research.
What does quantitative mean?
Quantitative means any data that can be quantified. It can be measured
in numbers or numerical values. Quantitative data takes into
consideration statistical, mathematical, and computational analysis of
data. It answers questions like, “how much”, “how many” and “how
often”.
Examples of quantitative data:
 203 people visited the website today.
 This brand’s product costs $800.
 I lost 5 kg weight in the last month.
As you can see in the above statements every statement has a numerical
value for each parameter. Next, we will discuss the advantages and
disadvantages of quantitative data.
Advantages of quantitative data
There are many advantages of quantitative data that we have given
below:
 Helps in conducting in-depth research: As the quantitative data can be
statistically analyzed, therefore the research will be detailed.
 Less biased decisions: Many times it happens when the research is not
quantitative, personal bias gets involved. The quantitative data is numerical
in nature which eliminates personal bias.
 Accuracy: The quantitative data is objective in nature which makes it
accurate. The decisions based on quantitative data are more accurate.

3. Disadvantages of quantitative data
We have mentioned some of the disadvantages of quantitative data as
follows:
 Limited information: Since the quantitative data is not descriptive in
nature, the marketers have to make decisions based on the gathered data.
 The questions asked to collect quantitative data: The questions that
researchers ask to collect quantitative data play a crucial role. They should
focus on the objectives of the research to gather the right quantitative data.
What is quantitative research?
Quantitative research is all about collecting and analyzing
quantitative data. It aims at measuring the quantitative data by using
inferential statistics and making data interpretations.
In terms of user experience data, it calculates everything in numerical
values- like the number of visitors, bounce rates, and so on:
Examples of quantitative research:
 What is the total number of website visitors?
 How many people viewed a particular page?
 What is the bounce rate of website visitors?
Quantitative research can help you see things in a practical way. You
talk about the digital experience in terms of quantifiable data. You can
conduct statistical analysis for making decisions. You can identify
feedback patterns using statistical operations.
Quantitative research can help you calculate averages, make future
predictions, and analyze results. This research provides you with
objective findings as it is based on numerical data.
What is qualitative data?
Qualitative data is descriptive in nature, unlike quantitative
data which is expressed in numerical values. Qualitative data analysis

4. provides you with information that can’t be measured or quantified. It
usually includes words that describe particular traits or characteristics.
This data is more about the perceptions and emotions of people. It helps
marketers and researchers to find answers to “why” or “how” questions.
Examples of qualitative data:
 Maximum visitors are coming from the US.
 Most of the users find session recordings the best feature.
Advantages of qualitative data
Here, we have discussed some of the best advantages of qualitative
data:
 Helps in-depth analysis: This data offers the researchers with thematic
analysis of different subject matters. They can find the reasons behind why
users behave the way they do by asking the right questions.
 Helps understand customers better: Qualitative data can help
marketers understand what customers think and feel. They can gain insight
into what customers need, want, and expect.
 More data: The researchers can ask open-ended questions to customers.
This helps them to get the customers’ feedback and suggestions. They can
use this information to make future product advancements.
Disadvantages of qualitative data
We have listed below some of the disadvantages of qualitative data:
 Time-consuming: Collecting and analyzing qualitative data is a time-
consuming process. It also requires a high budget and the right resources.
 Generalizing qualitative data is not easy: There are a lot of variations
in the qualitative data. Therefore, generalizing this data is not easy.
 Depends on the researcher’s skill: The qualitative data is collected
through observations, interviews, focus groups, etc. Thus, it depends on the
researcher’s skills in gathering information.

5. What is qualitative research?
Qualitative research helps you in understanding the patterns and
trends in the users’ behavior and actions. It is a subjective approach
that describes an action rather than measuring it.
This type of research focuses on gaining insights, reasonings, and
motivations that drive users’ actions. It provides you with information
about the issues or problems that customers might be dealing with.
Examples of qualitative research:
 A man has blonde color hair.
 Maximum people prefer chocolate cake over pineapple cake.
Qualitative research provides you with more in-depth information
about users. It can reveal information about your users
that quantitative data can’t. You can find out what drives your
customers to take specific actions.
Qualitative data analysis can help you make informed choices about
your users. You can make decisions based on your customers’
requirements and motivations.
Difference between qualitative vs quantitative
data
When it comes to conducting data research, it’s important that you
understand qualitative data vs quantitative data differences. Here,
we have given simple ways to differentiate the quantitative vs
qualitative data.

6. The collection methods of both quantitative vs
qualitative data
For collecting both qualitative and quantitative research data, you
need to use different methods. Quantitative data collection methods
are controlled and record numerical information. Qualitative
data collection methods are flexible and involve asking open-ended
questions.
In this section, we have discussed the data collection methods of
both quantitative data vs qualitative data.

7. Quantitative data collection methods
There are many quantitative data collection methods that you can
utilize. We have mentioned some of the best quantitative data collection
methods below:
Surveys
A survey is a quantitative data collection method in which questions
are asked to a large number of people. The questions are usually close-
ended to get definite answers. If the questions don’t have clear options,
the results will become difficult to evaluate.
Polls
Polls are similar to surveys and help to gather quantitative data. You
take a poll from a number of people and ask them to choose from the
provided options. This way you get a numeric value for how many people
chose each answer.
Experiments
An experiment is a quantitative data collection method that includes a
control group and an experimental group. Usually, the experiments are
conducted under controlled or manipulated conditions. You can get
extensive data from this by combining quantitative and qualitative data.

8. The information that you gather from these will help you to get unique
perspectives. You can get a collection of rich and reliable data. The A/B
tests, controlled experiments, blind experiments, and many more come
under this category.
Qualitative data collection methods
Qualitative data can help you to get a better understanding of your
customers. Here, we have given some of the best qualitative
data collection methods.
Interviews
This is one of the most commonly used qualitative data collection
methods. In this method, the researcher directly collects information
from the interviewee by asking one-to-one questions. The interview is
usually informal and conversational in nature.
The questions can be open-ended to find the reasoning and motivations
that drive certain customer actions. The questionnaire can include as
many questions that can help researchers get the information they want.
Focus groups
As the name suggests, it is done in a group discussion setting. The groups
are formed and a moderator is assigned to carry out the discussion

9. effectively. The members of the group usually have something in
common and have sufficient knowledge of the subject.
In focus groups, each member shares their point of view and opinions.
This way the researchers deduce some findings to make significant
changes.
Observation
This is the process in which the researcher gets into the setting where
their respondents are and keep a keen eye on them. They take note of
how, what, and why anything is happening. Apart from notes, they can
use other documentation methods like images, audio, and video
recording.
Data analysis methods: Qualitative vs Quantitative
research
Data collection is an important part of the research process. However,
data collection is of no use if one can’t analyze it properly. There are
various methods that you can use to analyze both qualitative and
quantitative data.
Quantitative data analysis methods
Analyzing quantitative data is easy by using the following methods.
Cross-tabulation
It is the most commonly used quantitative data analysis method as it
uses a basic tabular form to draw insights from the collected data. It
consists of data that is connected or mutually exclusive.
Trend analysis
This is a statistical analysis method that looks at the quantitative
data collected over a long period of time. It is a method that collects
feedback about the data changes over a period of time. It helps in

10. analyzing data by understanding the change in variables while
considering one variable constant.
MaxDiff analysis
This is a quantitative data analysis method that measures customer
preferences and factors that makes them purchase. This quantitative
data analysis method is also called the “best-worst” method.
SWOT analysis
This method involves assigning numerical values to strengths,
weaknesses, opportunities, and threats of a product or service that
provides a complete picture of the data. This type of data analysis is used
to create effective strategies for business.
Qualitative data analysis methods
You can use the methods given below for qualitative data analysis.
Deductive approach
In this method, the qualitative data is analyzed based on a structure
that is predetermined by the researcher. The questions can be used as a
guide for analyzing the data. This is an easy approach if the researcher
has an idea about the responses he/she is likely going to receive from the
population.
Inductive approach
This method is not based on any framework or predetermined structure.
It is a thorough qualitative data analysis approach that requires time.
It is often used when a researcher doesn’t have an idea of the research
phenomenon.
How WebMaxy Analyzer can help you in
quantitative vs qualitative data analysis?
For marketers, it’s important that they analyze the quantitative and
qualitative data to make alterations that make difference. WebMaxy

11. Analyzer can help you to collect and analyze quantitative and
qualitative data.
Session recordings
You can get the total number of website visitors coming to your website.
You can see how they interact and navigate through your website. You
can analyze their activity and find ways to make their user journey
smooth.
From session recordings, you can also find out any technical issues or
problems that your visitors might be facing.
Heatmaps
Heatmaps are graphical representations of users’ clicks and tap on your
website. You can know which website elements and CTAs your visitors
are clicking. This information can help you understand if your CTAs are
relevantly placed or not.
Scroll maps can aid you in knowing your customers’ attention span area.
You can know if they are reaching the crucial information of your web
pages or not.
Surveys & Polls
With WebMaxy Analyzer, you can conduct surveys and polls easily and
quickly. You can ask important questions to your customers and
collect qualitative data. You can know from your users directly, what
they want and expect from your company.
You can get both quantitative and qualitative customer data from
the WebMaxy surveys & polls feature. It comes with many different
survey templates that you can launch directly by customizing the
questions and options. The survey data analysis is also easy with
graphical representations.

12. Funnel view
This feature can help you observe the customer journey on your website.
You can know the conversion and drop-off rate of your website visitors
throughout the funnel. See where most of the users drop and what might
be the reason behind it. This way you can make changes that prevent
your users from slipping.
Wrapping it up
Quantitative and qualitative user research, both are necessary for
the product designing process and for further improvements. It can help
you know your users’ needs, wants, and goals. Quantitative
research is numerical in nature and can help you work on your
business numbers like bounce or conversion rates.
Qualitative research focuses on finding the reasons behind why
certain things happen the way do. It takes emotions, observations, and
points of view of customers into consideration. By analyzing
both quantitative and qualitative data, you can make data-driven
changes that deliver results.
WebMaxy Analyzer can help you to gather and analyze quantitative
and qualitative data. It has a wide range of features like session
recordings, heatmaps, surveys & polls, feedback, funnel view, form
analytics, user insights, push notifications, and many advanced
integrations.
For more information and details about WebMaxy Analyzer, connect
with our experts on call or email us at sales@webmaxy.co.
Get quantitative and qualitative data with WebMaxy Analyzer!
Make data-driven decisions and optimize your conversion efforts.
Sign up!