UX for the Web

Using qualitative techniques

The two primary techniques for qualitative data gathering are interviews and observation. Most qualitative methods use one or both of these techniques. Content analysis is the primary technique for data analysis. We will discuss all these techniques in Chapter 9, Optimize your UX Strategy with Iterative User Testing when we describe usability testing. Here, we will briefly describe them and give tips. Then we will describe an example ethnography, which is a qualitative method that uses both observation and interview techniques.