What distinguishes qualitative research from quantitative research?

Qualitative research is primarily focused on understanding user behavior, motivations, and experiences in depth. It seeks to gather insights into the underlying reasons and feelings that drive users’ actions, rather than merely measuring traits or frequencies of occurrences. This approach often utilizes methods such as interviews, focus groups, and observations to collect rich, descriptive data that provides context to user experiences.

On the other hand, quantitative research relies on numerical data and statistical analysis to identify patterns, relationships, or trends across a larger sample size. While qualitative research delves into the "why" behind user actions, quantitative research tends to answer the "what," "how many," or "how much," leading to generalizable findings that can be quantitatively measured.

This distinction is critical in UX design, as each research type contributes unique insights that can influence design decisions and enhance user experiences. The focus on understanding user behavior through qualitative means allows designers to empathize with users and create solutions that address their actual needs and pain points.