The hub for UX research on this blog. Understand qualitative, quantitative and mixed methods, then go deep with the linked guides.
A research methodology is the overarching strategy that shapes a study: its philosophy, the data you collect and how you analyze it. In UX there are three families. Qualitative methods explain the why behind behavior. Quantitative methods measure the what and how much. Mixed methods combine both for a fuller picture. Methodology sits above methods (interviews, surveys) and techniques (the specific tools and questions).
Key takeaways
- Qualitative research uncovers the why: motivations, pain points, context. Small samples, not generalizable.
- Quantitative research measures the what and how much: objective, replicable, generalizable.
- Mixed methods combine both; Quantum UX is one AI-driven mixed-methods framework.
- Methodology is the strategy, method is the activity (interview, survey), technique is the tool.
- The three levels are interdependent: methodology dictates methods, methods dictate techniques.
The three families of methodology
Qualitative research prioritizes observation and interpretation over numbers. It answers the why, is flexible and open-ended, and works best early or alongside other methods. Techniques: interviews, observations, focus groups. Its limit is that small, subjective samples do not generalize.
Quantitative research quantifies problems into statistics. It is objective, replicable and good for generalizations. Techniques: surveys, A/B testing, analytics. Its limit is depth: it can tell you 70 percent of users found a feature confusing, but not why.
Mixed methods bridge the two, capturing the strengths of both. In UX, Quantum UX is a mixed-methods framework that uses AI to integrate qualitative and quantitative data into experiences that adapt in real time.
Qualitative vs quantitative vs mixed
| Qualitative | Quantitative | Mixed methods | |
|---|---|---|---|
| Answers | Why (motivation, context) | What and how much | Both |
| Data | Rich, interpretive | Numerical, statistical | Combined |
| Sample | Small, not generalizable | Large, generalizable | Balanced |
| Techniques | Interviews, observation, focus groups | Surveys, A/B testing, analytics | Sequenced qual + quant |
| Best for | Exploring new or complex issues | Validating hypotheses at scale | A comprehensive view |
Methodology vs method vs technique
- Methodology: the overarching strategy and philosophy (the why behind the how).
- Method: the specific activity within it, such as an interview or a statistical test.
- Technique: the hands-on tool or procedure, such as the exact question type or survey platform.
They are interdependent: your methodology dictates which methods fit, and your methods determine the suitable techniques. Understanding how they link adds rigor and makes findings more reliable.
The UX research collection
This page is the hub. Go deeper with the full collection:
- <a href="http://dorve.com/blog/ux-research/stop-ignoring-qualitative-research/">Stop Ignoring Qualitative Research: the definitive guide</a>
- <a href="http://dorve.com/blog/quantitative-methodology-3-scales-you-should-master/">Quantitative methodology: 3 scales you should master</a>
- <a href="http://dorve.com/blog/ux-research/how-to-user-testing-in-10-steps/">How to perform user testing in 10 easy steps</a>
- <a href="http://dorve.com/blog/ux-research/new-ux-user-categorization-in-ux-research/">New UX user categorizations to ease user research</a>
- <a href="http://dorve.com/blog/how-to-scientific-research-ux-7-steps/">How to do scientific research correctly in UX: 7 steps</a>
- <a href="http://dorve.com/blog/personas-learn-how-we-identify-our-users-in-ux/">UX personas: a simple method to identify users accurately</a>
- <a href="http://dorve.com/blog/factorial-design-a-powerful-research-tool/">Factorial design: a powerful research tool (advanced)</a>
- <a href="http://dorve.com/blog/statistics/introduction-to-a-b-multivariate-testing/">A/B and multivariate testing, part 1</a>
- <a href="http://dorve.com/blog/statistics/a-b-and-multivariate-testing-techniques/">A/B and multivariate testing, part 2</a>
The overarching strategy that shapes a study: its philosophy, the data collected and how it is analyzed. It is the blueprint behind the research.
Qualitative research explains the why behind behavior using interviews and observation. Quantitative research measures the what and how much using surveys, A/B tests and analytics.
An approach that combines qualitative and quantitative research to get both depth and measurable data. Quantum UX is one AI-driven example.
Methodology is the strategy, method is the activity within it (like an interview), and technique is the specific tool or procedure (like the question type).
Use qualitative to explore and understand, quantitative to validate at scale, and mixed methods when you need both depth and generalizable data.
Want research done right, with the method that fits your question? Talk to Dorve.
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