Qualitative and quantitative usability testing are two different methods of gathering data and insights about user experience. Quantitative testing collects numerical data, such as the number of clicks, time on task, and completion rates. Qualitative testing, on the other hand, is focused on collecting descriptive data, such as user feedback, opinions, and observations.

With quantitative testing, you’ll need to hire a larger sample size to ensure the data is statistically significant. Qualitative testing can be done with a small group of participants, as the insights gathered are more in-depth and descriptive.

How do you decide whether you need qualitative or quantitative usability testing?

• Research goals: If you are trying to measure task efficiency or completion rates, quantitative testing may be more appropriate. Qualitative testing may be more appropriate if you are trying to understand the user experience or gather feedback on a new design concept.
• Design stage: At the early stages of design, qualitative testing may be more appropriate as you need to gather insights and feedback on design concepts. In later stages, you’re likely to switch to quantitative testing to validate designs, measure task efficiency, or compare designs.
• Resources: What resources are available, such as time, budget, and sample size? Quantitative testing requires a larger sample size and statistical analysis, which may be more time-consuming and expensive. Qualitative testing can be done with smaller sample sizes and may be less expensive and time-consuming.

In some cases, a combination of both qualitative and quantitative methods may be appropriate to gain a more thorough understanding of the user experience.^[1]