November 2018
Beginner
233 pages
6h 24m
English
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Chapter 4. Qualitative Research Is Great...Except When It’s Terrible
In this chapter:
Learn when to do qualitative research and when to do quantitative.
Understand the best approach for figuring out what features to build next.
Learn what type of research will help you predict whether users will buy your product.
I have now spent several chapters telling you that you will burn in hell if you don’t do qualitative research on your users. I’m now going to tell you when that advice is absolute poison. Aren’t you glad you didn’t stop reading after the first few chapters?
The truth is that qualitative research isn’t right for every situation. It’s fantastic for learning very specific types of things, and it is completely useless for other things. That’s OK. The trick is to use it only in the right circumstances.
First, let’s very briefly touch on some of the differences between qualitative and quantitative research. Qualitative research is what we’ve been mainly discussing so far in this book. It typically involves interviewing or watching humans and understanding their behavior. It’s not statistically significant.
Here are a few examples of qualitative research:
Contextual inquiry
Usability studies
Customer development interviews
Quantitative research is about measuring what real people are actually doing with your product. It doesn’t involve speaking with specific humans. It’s about the data in aggregate. It should always be statistically significant.
Here are a few examples of quantitative research: ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.