Defining quantitative and qualitative research methods

UX writers lean on quantitative and qualitative research to shape words that work. The two methods aren’t rivals—they’re partners, revealing different angles of the human experience.

Quantitative research is the numbers game. It’s about metrics: click-through rates, time on task, error counts. Imagine a button labeled “Go.” Analytics show 80% of users click it, but 20% hesitate. That’s a signal—something’s off. A/B testing comes in next, pitting “Go” against “Start” to see which wins. The data doesn’t lie; it’s a cold, hard tally of what users do, not what they say. I love how it cuts through assumptions, grounding decisions in behavior.

Qualitative research, though, is where the soul lives. It’s messy, human, and rich—think user interviews, usability tests, or open-ended surveys. You sit with someone as they fumble through a flow, hearing them mutter, “What does ‘Proceed’ even mean here?” It’s less about counting clicks and more about uncovering why. Why do they pause? Why do they trust one phrase over another? This is where you catch the subtle stuff—emotions, cultural quirks, the stories behind the stats.

The difference? Quantitative tells you what’s happening; qualitative tells you why it matters. One’s a microscope on patterns; the other’s a conversation with intent. Together, they’re synergistic. A UX writer takes the raw data—say, 60% drop-off at a form—and pairs it with a user’s plea for clarity, then crafts “Save My Info” instead of “Submit.” It’s precision meeting empathy. That’s how you write for humans, not just screens.