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Quantitative Research

Alongside Qualitative Research, I use Quantitative Research to gather data from a large sample of users of an existing or potential product or service.

The main methods I use to conduct quantitative studies are:

Quantitative data testing

Following the user behaviour of existing users of a product or service from a large sample of users interacting with it – this is dependent on whether the existing product or service has user data analysis tracking in place to gather the data

  • Quantitative data looks at what users are doing and their patterns of behaviour

  • Quantitative data relies on gathering a high number of responses to understand and prove or disprove patterns of behaviour on a large scale

  • Quantitative research is numbers based

  • Quantitative research tests should not change while the study is being conducted so that the results are exact and can be properly compared. Unlike Qualitative research, which can change and vary during the study because each study is not needed to compare one against the other, it's to deepen the understanding of something.

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Quantitative Data Questions

If there is access to quantitative data from the Data & Analytics it would be good to gather a list of key questions we want to answer from the data and then ask a Data Analyst to provide this insight.

Example questions might be:

  • How many active users does the product or service have?

  • How do users most commonly enter the journey?

  • Where are they coming from?

  • Which are the most commonly visited parts of the joruney?

  • Which are the least visited parts of the journey?

  • Which are the most interacted with parts?

  • Which are the least interacted parts?

  • Where do users get stuck?

  • Where do they end up?

  • What are the most common incomplete journeys?

  • What are users looking for when they are using the product or service??

  • How long do users spend on the journey on average?

  • What times of day do they use it? Are there more popular times than others?

  • What are users clicking on in the different parts of the journey?

  • What data do we have about users accessing via desktop/mobile/tablet? Which is the most commonly used device to access?

Quantitative surveys

I've use software like Hotjar, Survey Monkey, or UserZoom to gather feedback about users by asking them direct questions about how they are using a particular software/website.

Using something like Hotjar gives me the benefit of being able to place the survey directly on the website to ask live users questions about them and their experience.

Running surveys via software like Surveymonkey, or UserZoom allowed me to gather feedback from recruited user groups, using screeners that I could create within their platforms.

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Quantitative Survey Questions

To gather responses to a product concept or iteration, it might make sense to send a survey out to a recruited sample size via UserZoom. This ensures that you are gathering insight from people who use the software. If it is possible to run directly on the live software then even better.

Example questions for the survey might be:

  • How often do they use the software?

  • When do they use the software

  • What prompted them to use the software

  • How long have they been using the software for?

  • How useful have they found it?

  • Has their day to day work improved as a result of using it?

  • What prompted them to use it in the first place?

  • Which parts of the software are helpful to them and why?

  • Which parts of the software are unhelpful or not good and why?

  • What would they do to change or improve the


  • Do they have access needs?

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