Quant Qual

A Dual Approach For More Powerful Research

What do we even mean when we
say “Quant”?
What do we mean when we say “Quant”?
Quantitative = Observing numbers
Numbers help you classify, prioritize and monitor
"How many people do...?"

Qualitative = Observing people

People help you contextualize, provide meaning
“Why do people…? How do people want to do...?"
What are some types of useful quant data?
- Surveys
- Web analytics data (ie. Google Analytics, Heap, KissMetrics, etc)
- Engagement metrics (ie. Funnels, task analysis, etc)
- Demographics
- Usability metrics (ie. SUS scores, task completion time, etc)
- A/B test results
- Segmentation analysis
What are some types of useful Quant data?
How can we better integrate
quant in our work?
#1: Ensure you balance quant
and qual approaches.
#2: Demand better and clearer
research goals.
#3: Collaborate! Team up to
get the data you need.
#4: Use quant data to help
prioritize and inform research
design.
#5: Don’t confuse quant and
qual methods.
Segmentation Studies:
A Love Story
The Task: Execute A Large Foundational Study

The Problem: The business required foundational research, but the audience to be studied was pretty
vast (small business owners).

The Solution: Segmentation + Remote Interviews. This would enable us to narrow our scope, laser focus
our targeting for recruiting and design better research questions.

The Timeline: 4 months (From start of segmentation to delivery of final qualitative study findings)
Step 1: Build & Deploy Segmentation Survey
Step 2: Crunch the data - cluster analysis, etc.
Step 3: Define target segment profiles
Step 3: Define target segment profiles
Step 3: Define target segment profiles
Step 3: Define target segment profiles
Step 4: Recruit using Segmentation Typing tool
Next: Qualitative Research
Qualitative Research: Findings
Qualitative Research: Findings
Qualitative Research: Findings
Thank you :)

Questions? Thoughts? Want to talk more?

Email: lynne@lynneux.com
Twitter: @lynneux