Posted on: 14 September 2023
There’s a reason Romeo compared his love for Juliet to the light from the Sun instead of using a quantitative measurement. Math isn’t the best tool for understanding or describing human attitudes and behaviours. With the advances of AI, the proliferation of data science, and QuantUX, there’s a trend toward trying to “math” everything. Instead, start thinking about how to integrate both Qualitative (more descriptive) and Quantitative (measurable) data.
Some opportunities:
- Qualitative data is excellent for describing ‘what is’, understanding the user/customer/business context and causes associated with quantitative results.
- Qualitative analysis can identify relevant variables, that can then often be quantized.
- You can have an ongoing feedback loop to evolve qualitative and quantitative based UX deliverables, like a persona (which can have elements of both quantitative and qualitative analysis) or journey maps.
- By their nature, some UX deliverables can’t be described exclusively by quantitative data, such as a user journey or customer persona, even if we include some mathematical concepts (for instance, a vector).
