What is the Difference between Qualitative and Quantitative Data?

When it comes to analysing the data, there are two types to look into – qualitative and quantitive data. When researching user habits on digital platforms, understanding the difference between the two can really help you get the most out of your data no matter how convoluted.

Quantitive

Quantitive data is the data that is statistical, well structured and defined making it great for data analysis. It is usually gathered from surveys and experiments that yield statistical data. Being so structured and close-ended, you can draw well backed up facts and patterns from the data. Quantitive data will tell you how many people viewed your site, how long they stayed on a page, your bounce rates, page clicks and anything that can be analysed with numbers.

Heatmaps and click maps provide a great visual on how your users are using your website. If you’re tracking eye-movements as we do at Eclipse, you can see how long users looked at a certain section of the site, and what parts of the sites got the most activity and attention. With this data, red indicating high attention areas, you can make decisions on how to structure webpages to make key points of interest more click-worthy.

What it does not tell you, is why the users may have paid more attention to a certain page, and this is where qualitative data comes in handy.

Qualitative

Qualitative data is the ‘why’ behind user behaviours and their motivations. It is not based on the numbers or statistics and is the data usually investigated for creating open-ended conversations. Qualitative data is great for putting yourself in the user’s shoes and finding out information like why they decided to abandon checkout or what made them give a lot of attention to one part of the site. These insights can make sense of the quantitative data we have, for example, we may know that users were not interacting with a CTA and now we know that is because it wasn’t obvious to see that the CTA was something on the page that could have been interacted with. With this data, we can now make decisions to make the CTA more actionable.

Qualitative data can be gathered by asking questions and conversing with the users as they are going through the experiment – something that is made really easy for Eclipse with our completely mobile biometric UX lab 😉 ;). This yields more honest and authentic responses from the users as they are having a human to human conversation and you can query them as they are using the site. With our UX lab, we are also able to track emotional responses and see body language from users going through a website journey, allowing us to get really in-depth data.

When collecting data, understanding qualitative and quantitive data is key. Understanding the psychological motivations of user journeys and being able to back up that data with statistics is a huge benefit to doing any kind of data analysis.


What is a user journey map?

The size of the map can vary greatly depending on the number of steps, the subject (e-commerce, SaaS, service etc) and the complexity of the interaction. However, the outcome pays huge dividends in producing better informed solutions and avoiding retrospective design and engineering.

Mapping out a customer’s experience encourages you to consider every aspect of a persona in terms of emotions, thought process and intentions and is just one of the many tools to inform User-Centred-Design. Analysing the map will provide a deeper understanding of pain points and allow you to better understand the reasons for declining performance or other KPIs.

A carefully considered user journey map helps you identify and understand reasons for declining satisfaction scores or business objectives. Focus is put directly on the users actual experience and provides a comparable view vs the intended experience.

COMPONENTS OF A JOURNEY MAP?


PERSONA GOALS

This is a profile that represents a part of your user base which informs the data within the user journey. Each persona will have different considerations, thoughts and interactions and will steer the user journey and is written as a user story. A user story is deliberately succinct and is provided as a single sentence along the lines of “As a [persona], I want to [goal], so that [benefit].

A carefully considered user journey map helps you identify and understand reasons for declining satisfaction scores or business objectives. 

METRICS

This is a profile that represents a part of your user base which informs the data within the user journey. Each persona will have different considerations, thoughts and interactions and will steer the user journey.

EXPERIENCE

The experience section highlights each stage of the journey, along with the positive and negative feelings that persona has throughout each stage. This provides a high level indication of pain points where there may be opportunity. This can help better inform what the user wants or expects to see at that moment in time, as well as the tonality on how things should be communicated.

MORE DATA

We also apply another level of data from analytics, screen recordings and any other tools that may be in place, that you often don’t find in many other user journey maps. This data may could be anything from conversion rates to time on the screen. Where data such as percentages can provide an idea of aggregated behaviour, duration indicates a level of interest, distraction or confusion at that stage.

Cross referencing this with the other data in the user journey map provides another level of clarity of the issues and (this is an important one), the opportunities in their experience. It’s one thing to identify an issue, it’s another to solve it (we’re pretty good at that too).

Aggregated data of persona using all available data sources.

MOTIVATIONS

Motivations are based around the drivers for that persona. A personas motivations can differ quite dramatically and may be based around their character traits. For example (in its most simplistic form), a persona who is particularly busy and impatient and who may be travelling whilst going through the journey, will be motivated by speed and spending as little time as possible. Whereas, a persona who is casually browsing in their free time is more likely open to spending more time and learning more in the process.

There are multiple scenarios and personas for every product or service, which is what makes these journeys so important. In almost all cases, one size most certainly does not fit all. The fluctuation of these motivations as they go through the process will often rise and fall at each stage of the journey.

Motivation fluctuations at each stage.

USER CONSIDERATIONS

This highlights the considerations a user makes, also based on their persona. This will include aspects such as their character traits, marital status or financial circumstances.

For example, making a major purchase will vary from someone on low income vs someone on high income, therefore this persona would be spending far more time thinking about the financial element. This helps inform your design strategy to design an experience that helps the decision making process of that persona.

Potential blockers to conversion.

OPPORTUNITIES

Opportunities are insights gained from mapping. They will help inform your design decisions to optimise the user experience. When you take all this information at each stage, you are able to understand the best way to deliver the right information, at the right time, to the right people. There may be upsell or cross-sell opportunities depending on where they are in the buying process, or maybe at this particular stage of the journey they have no interest in cross-sell and you can identify ways of helping them through the process.

Wherever the user is in the journey, this provides focus on the opportunities at each stage and make design decisions to capitalise on them.

Potential to change in favour of KPI.

WHY USE A JOURNEY MAP?


Mapping out a customer’s experience encourages you to consider every aspect of a persona in terms of emotions, thought process and intentions and is just one of the many tools to inform User-Centred-Design. Analysing the map will provide a deeper understanding of pain points and allow you to better understand the reasons for declining performance or other KPIs.

A carefully considered user journey map helps you identify and understand reasons for declining satisfaction scores or business objectives. Focus is put directly on the users actual experience and provides a comparable view vs the intended experience.

CONCLUSION


Utilising user journey maps in this way allows focus on each stage of the journey and is just one of the many tools in the UX toolkit, but one that is very important. User journey mapping can be a complex process. As highlighted above, adding any additional data and research, you can access to each persona and journey will more provide a platform for more concise decisions and design better solutions.

There’s also no such thing as ‘done’ when it comes to the personas and journey maps either. These should be revisited, reviewed and updated regularly as economic and social climate changes users online behaviours.

The map above is just one simple example a quick overview of what they contain. Hopefully you’ve found this useful and feel inspired to create your own, but drop us a line if you’d like a little help – we’d love to talk to you.