Quantitative Research - Systematic empirical investigation of observable phenomena via statistical, mathematical, or computational techniques., Attitudinal Dimension - This provides insights into user’s thoughts, feelings, needs, attitudes and motivations., Attitudinal - "What people say" helps discover this dimension?, Qualitative Research - A scientific method of observation to gather non-numerical data, while focusing on meaning-making., Behavioral - "What people do" helps discover this dimension., Behavioral Dimension - This observes actual user behavior via methods such as usability testing, eye tracking and A/B testing., Persona - Archetypical users whose goals and characteristics represent the needs of a larger group of users., Empathy Mapping - An exercise you can use to externalize assumptions about users so you can relate to them &understand their desires., Card Sorting - Study participants group individual labels written on notecards according to criteria that make sense to them., User Research - Smaller scale, Observes behavior, Analyzes attitudes, Fewer participants, Market Research - Broader scale, Focused on collective, Analyzes trends, More participants, Generative Research - Perform during ideation stage in design process, Define challenges and opportunities, Identify problems, Evaluative Research - Perform during evaluation stage in design process, Define challenges and opportunities, Identify problems,

Data Types and Research Methods

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