The questions you should ask with qual and quant data in UX content research

Qualitative (Qual) Data:

Subjective information can be hard to represent in numbers. Measuring user’s feelings and opinions about the qualities of a product. This “data” comes from focus groups, interviews.

Quantitative (Quant) Data:

Metrics that can be counted and measured in numbers or values. How many clicked? How many filled out a form? “Hard” data, measureable actions.

In general, your research should seek to answer some (or all) of these questions:

Qualitative

• How do users feel about the brand promises?

• How do users feel about the product value proposition?

• How would users would describe the qualities of your feature, product, or brand?

• How would users describe your product voice? (Does it match what you intended?)

• Do users respond well to contextual terms used throughout the UI?

• Do users see themselves in the terms used to describe them?

Quantitative

• What percentage of users are successfully completing tasks?

• What percentage of users enter the sales funnel and make it all the way to a purchase?

• What percentage of users successfully make it past transition points, like clicking from a landing page to a checkout flow, or from your onboarding screens to your first task flow?

• from the UX Writer’s Collective course on Content Research and Testing Methods