Quantitative vs Qualitative

Giff Constable UI/UX

I got into a really interesting discussion yesterday where I found myself defending lightweight usability testing.┬áMy core point: Analytics are great for What’s. For example, “A is better than B”, or “this is a problem area” What analytics do less well is help you understand Why’s. If you don’t understand the root cause, you can end up spinning your wheels …