Finding the numbers in qualitative research

We’re more influenced by our experiences than by reading numbers. Yet, as product people, we’re relying more and more on quantitative data to make decisions. This could get really dangerous, because quantitative data tells you most things, but it doesn’t tell you why somebody does something, so you could end up optimising for the wrong metric or making assumptions about customer behaviour without ever validating it.

I’ve put together a gift bag with my software recommendations, a table of what UX tools to use and when and other tips. It’s the closest you’ll get to internet lollies.

That’s it. Test your thing. Test often. Hunt for the “why” behind your customer’s actions. Be kind to each other. Watch the talk at YOW data or read it at UX Collective.