Qualitative & Quantitative Data

Qualitative data is information relating to human behaviour derived from observations and context. Qualitative data influences the design process as it is a direct evaluation of design usability. Researchers usually observe participants interacting with UI elements to see what works well and what doesn’t.

Quantitative data, on the other hand, is information derived from numerical data and statistics. This type of data is based on user performance on tasks that can be measured in numbers. Some examples of quantitative data are ratings, completion times and number of errors.