How do you balance qualitative data from user interviews with quantitative data?

Here's some thoughts on how to strike the balance between qual and quant:

• Qualitative Data:

  • Provides in-depth insights into why users behave a certain way.

  • Useful for uncovering motivations, pain points, and unmet needs.

• Quantitative Data:

  • Offers measurable trends and patterns in what users are doing.

  • Useful for validating findings and understanding scope or scale.

Here are some thoughts:

• Have a clear research objective and plan (identify the questions and the type of data you need)

• Start with some qual data to ensure you have the right problem and solutions. e.g. Interviews

• Use quantitative data to confirm whether the issues are widespread or isolated. e.g. Surveys

• Use experimentation (via tools like Statsig) to test and learn with real users

• Cross-check insights from multiple sources to form an opinion:

  • Interviews, surveys, experimentation, usability testing, etc.