Quantitative research

Quantitative research focuses on data that can be gathered by counting or measuring. Quantitative research is based on numerical data that’s often collected from large-scale surveys. This type of research aims to answer questions like “how many?” and “how much?”

Why it matters

Numbers tell you what is happening and how much — where people drop off, which variant wins — but never why. Paired with qualitative work it steers products; alone it optimizes toward whatever was easiest to measure.

The numbers

• What and how much — quant’s territory; why belongs to qualitative
• Large samples — confidence comes from n, not conviction

Related terms

• Qualitative research
• Research
• Scale
• De-Identification
• Foundational Research

Go deeper in Learn UX

• Introduction to UX Research UX Research
• Foundational Research UX Research
• Design Research UX Research

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