Qualitative research

Qualitative research helps us understand the human side of product usage by listening to and observing users directly.^[1] In user interviews, researchers have conversations with individuals about their experiences, feelings, and needs. For instance, asking a user "Walk me through how you last ordered groceries online" might reveal that they always check product reviews first because they've received spoiled produce in the past — an important insight that numbers alone wouldn't show.

Contextual inquiry is like following someone during their normal routine. Instead of asking users to come to a lab, researchers observe them in their natural environment. For example, watching someone shop online from home might show they constantly switch between multiple browser tabs to compare prices — a behavior they might not think to mention in an interview.

Methods like diary studies ask users to document their experiences over time. Imagine asking users to keep a log of their food delivery experiences for two weeks — they might note their frustrations, celebrations, and decision-making moments. One user's diary might reveal they abandon orders late at night when estimated delivery times are too long, while another might show they only order when they can track their delivery in real-time.