TermCraft conventionFoundational
Qualitative Research
Research that tells you why, usually by watching or talking to people.
Definition
Research producing non-numeric data about behaviour, reasoning and context, typically through observation or conversation.
Craft convention. True because the industry converged on it. Breaking it costs familiarity, not correctness.
In plain language
Research that tells you why, usually by watching or talking to people.
Example
Eight interviews revealing that users maintain a spreadsheet because they do not trust the product's numbers.
Continue from here
Each link says what the connection is, so you can tell a principle from an alternative from a thing people mix this up with.
Deeper reading
The full entry behind this definition.
- Usability TestingResearch method
- User InterviewsResearch method