Doing user research is also often associated with qualitative approaches, such as fieldwork and user testing. It is the core approach that we use in product development. Many people think that taking a qualitative approach is a smooth ride, or that everyone can do it. From my experience, a qualitative approach is not as easy as it seems: it is time-consuming, it takes years to master the research methods, and we have to continually fight for people to take the results seriously.
Honestly, when qualitative research is done correctly, the results are far more reliable and bring many ...
