Leisa Reichelt, Head of Research and Insights at Atlassian, emphasises the importance of quantifying qualitative research in product management. Reichelt argues that while numbers can provide a sense of certainty, they often fail to reveal the full story. Qualitative research, on the other hand, offers rich, detailed insights into user behaviour, needs and motivations.
Reichelt suggests a four-step process to quantify qualitative research. Firstly, collect data through user interviews and observations. Secondly, identify patterns and trends within this data. Thirdly, create a model that explains these patterns and predicts future behaviour. Lastly, validate this model with further qualitative research.
Reichelt also highlights the role of empathy in product management. She believes that understanding users on a deep, emotional level can lead to more meaningful and effective products. She encourages product managers to embrace qualitative research as a tool for building empathy and driving product innovation.
While Reichelt acknowledges the value of quantitative data, she urges product managers not to rely solely on it. She contends that combining quantitative and qualitative research can provide a more comprehensive understanding of users, ultimately leading to better product decisions.
Go to source article: https://www.mindtheproduct.com/2018/08/quantifying-qualitative-research-by-leisa-reichelt/