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Combining quantitative and qualitative data leads to insights from "summary" of Mapping Experiences by James Kalbach
When we want to truly understand our users and their experiences, we need to look at both quantitative and qualitative data. Quantitative data gives us the numbers and metrics to measure the success of a product or service. It tells us how many users clicked on a button or how long they spent on a particular page. While quantitative data is essential for tracking performance and making data-driven decisions, it only gives us part of the picture. Qualitative data, on the other hand, provides us with the rich, nuanced insights into the thoughts, feelings, and behaviors of our users. It helps us understand why users are behaving in a certain way or what their pain points are. By combining both types of data, we can gain a more holistic view of the user experience. Quantitative data can tell us that users are dropping off at a certain point in the journey, but it doesn't tell us why. Qualitative data can provide us with the context and depth of understanding needed to uncover the reasons behind the drop-off. By triangulating quantitative and qualitative data, we can validate findings and uncover patterns that we might have missed by looking at one type of data alone. For example, if we see in our analytics that users are spending less time on a particular page, we can conduct user interviews or surveys to understand why. Perhaps users are confused by the layout, or the content is not resonating with their needs. By combining quantitative data with qualitative insights, we can make more informed decisions and prioritize improvements that will have the most impact on the user experience.- Combining quantitative and qualitative data leads to a deeper understanding of our users and their needs. It helps us empathize with their experiences and design solutions that truly meet their expectations. By leveraging both types of data, we can create more meaningful and impactful experiences that drive user satisfaction and loyalty.
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