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Phase 1
User Interviews & Surveys (Qual vs. Quant Research)
Every great product begins with understanding the user—not just what they do, but why they do it. This module introduces user interviews (a qualitative method for capturing lived experiences) and surveys (a quantitative method for scaling insights across populations). By learning the strengths, limitations, and best practices of both, product teams can avoid blind spots and design with confidence.
Introduction: Why Research Needs Both Qual & Quant
User research spans two complementary worlds:
- Qualitative research (the "why") → rich detail, small samples, empathy-driven.
- Quantitative research (the "what") → patterns, larger samples, statistically grounded.
Interviews and surveys are the most common entry points into each world.
User Interviews: The Qualitative Core
One-on-one conversations designed to explore user experiences, needs, and perspectives in depth.
How to Run Effective Interviews (6 Steps)
Define Goals
Prepare Guide
Pilot Guide
Start Easy
Build Rapport
Probe Deeper
Surveys: The Quantitative Counterpart
Structured questionnaires distributed to large groups to collect quantifiable data on behaviors, attitudes, or perceptions.
Types of Surveys Across the Design Cycle
Discovery surveys
Persona/statistical surveys
Usability surveys (SUS, SEQ)
Listening surveys (NPS, CSAT, CES)
Combining the Two
Start with interviews to explore user needs. Design surveys to test and measure insights at scale. Close the loop by revisiting interviews when survey data reveals anomalies.