From the course: UX Foundations: Generational Design
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Qualitative research techniques - Sketch Tutorial
From the course: UX Foundations: Generational Design
Qualitative research techniques
- Want to know a secret? There is one practice that you can implement in your business that will put you ahead of 99% of your competitors, qualitative research. In today's tech world, it's easy to get numbers. Analytics, demographics, click maps are at our fingertips. These numbers are great as a foundation to tell us what our customers are doing, but that's where most companies stop. Today, we need to know more than just the what. We need to know the why behind it. If you want to stand out, you need to know what's driving the numbers. The only way to do that is to tap into the power of qualitative research. Qualitative research lets you really get to know your customers, their experiences, emotions, perceptions, behaviors, and the meanings attached. There are two fail-proof methods to conduct qualitative research across generations: one-on-one interviews and ethnography. One-on-one interviews can be used to get real…
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