The document discusses how qualitative (qual) methods can help strengthen quantitative (quant) analysis. It provides examples of how qual concepts are used in physics to conceptualize problems. It then discusses how qual and quant approaches are both used to understand systems by extracting data, creating models, and generating insights and predictions. Finally, it outlines three common areas where qual can help quant: improving classification of objects, ensuring relevant data is used, and properly defining the scope of analysis. The overall message is that qual and quant should be viewed as complementary approaches, with qual helping to maximize the value obtained from quant methods.

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Trash talkin’
How Qual UX can be Quant UX's best friend
QuantUX Con 2023
Scott Plewes & Jennifer Fraser

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Garbage results
Image Source: https://muppet.fandom.com/wiki/Oscar_the_Grouch
If you feed Quant UX
garbage data then…

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Insights, predictions,
patterns… value!
Photo Credit: Sesame Workshop
But if Quant UX has Qual UX
as a best friend…

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In physics, conceptual
thinking is often used
to get your head
around a problem.
QUALITATIVE NOTIONS

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So… Albert Einstein says that space-time is a four dimensional Hausdorf
differential manifold, on which a metric tensor is imposed that solves the
Einstein Field Equation. And that metric tensor gives rise to geodesics and
objects that are not experiencing any other force, that move along the
geodesics described by that metric.
Source: The Late Show with Stephen Colbert https://www.youtube.com/watch?v=0jjFjC30-4A

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Image: Spacetime and Geometry: An Introduction to General Relativity. Sean Carrol

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Image: twitter.com/bgreene/status/1199099584255012864

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Pairings that help reinforce understanding of systems
Qual or Qual Aspect Quant
Newton’s 1st Law Newton’s Second Law
Faraday’s Iron Filings Maxwell’s Equations
Refraction Snell’s Law
EXAMPLES IN PHYSICS

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Understanding qual and quant in different fields
FIELDS & VARIABLES
Image: xkcd.com/435/

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Image: wikihow.com/Drunk-Text-a-Guy-You-Like
Qual doesn’t let Quant
post drunk…
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Image: pinterest.ca/pin/75153887504881908/#:~:text=25.media.-,tumblr,-.com
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Remember, always, that everything you know,
and everything everyone knows, is only a model.
Get your model out there where it can be viewed.
Invite others to challenge your assumptions and
add their own.
DONELLA MEADOWS

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How we understand
The world from qual
and/or quant data has
same basic structure
and approach
Predict, Insights
Analyze & Synthesize
Choose & Extract
Data Model
Real World
(System)
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3 common areas where Qual can help
CLASSIFICATION
One of these things
is not like the other
DATA
Sorry, that’s
not my table
SCOPE
Uh, over here, you
forgot about me!
15

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CLASSIFICATION
One of these things
is not like the other
DATA
Sorry, that’s
not my table
SCOPE
Uh, over here, you
forgot about me!
1
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That assumption still permeates through
the cardiovascular research community
that women are small men…
Dr. Thais Coutinho
Cardiologist and Chair of the Canadian Women's
Heart Health Centre, University of Ottawa Heart Institute
“
Source: CBC.ca – Every 22 minutes a Canadian woman dies of a heart attack

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CLASSIFICATION
One of these things
is not like the other
DATA
Sorry, that’s
not my table
SCOPE
Uh, over here, you
forgot about me!
2
19

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Orgs are collecting quant data
about what happened, but not why…
Indi Young
Researcher, Author, Speaker and Coach
Source: Interaction Design Foundation – How To Remove Bias From Your Products
“

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CLASSIFICATION
One of these things
is not like the other
DATA
Sorry, that’s
not my table
SCOPE
Uh, over here, you
forgot about me!
3
24

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10001010101100101001010100100101000100100100101010
010010100101001001010101000000110101001010011110

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Client

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Client
Existing Program

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Youth Entrepreneur
Client
Existing Program
Technology
Business
$

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Youth Entrepreneur
Client
Existing Program
Technology
Funding Partners
$$$
Business
$
Support Network
Social Media &
Communications
Platform

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Youth Entrepreneur
Client
Existing Program
Technology
Funding Partners
$$$
Business
$
Support Network
Social Media &
Communications
Platform
Mentor

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Youth Entrepreneur
Client
Existing Program
Technology
Funding Partners
$$$
Business
$
Support Network
Social Media &
Communications
Platform
Mentor

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3 common areas where Qual can help
CLASSIFICATION
One of these things
is not like the other
DATA
Sorry, that’s
not my table
SCOPE
Uh, over here, you
forgot about me!
32

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From trash to treasure
• Qual helps quant by upping the odds of
…
• Getting the appropriate classification of
objects
• Choosing relevant data for the problem
being investigated
• Ensuring the scope is sufficiently broad
(or appropriately narrow)
SUMMARY

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Thank you!
Scott Plewes
scott@akendi.com
Jennifer Fraser
jfraser.xd@gmail.com
#opentowork
#lookingforanewleadershiprole