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Qualitative Research

Qualitative User Research involves communicating directly with customers in exploratory and open-ended ways, with the goal of learning about their problems, needs, and lives. This is in contrast with quantitative approaches (closed-end Surveys, application data, A/B tests), which are often better-suited for validating existing hypotheses, rather than discovering new ones.
  1. Learn Qualitative Research with the Practica AI Coach

    The Practica AI Coach helps you improve in Qualitative Research by using your current work challenges as opportunities to improve. The AI Coach will ask you questions, instruct you on concepts and tactics, and give you feedback as you make progress.
  2. Why to Use Qualitative Research

    Qualitative research is valuable for exploring complex social phenomena and understanding the perspectives of individuals. It allows researchers to gather rich, descriptive data that can uncover nuances and provide insights into diverse experiences. Qualitative research can also be used to generate hypotheses and inform the development of quantitative studies.
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  3. How to Use Qualitative Research

    To conduct qualitative research, researchers should begin by identifying their research question and selecting appropriate methods for data collection, such as interviews, focus groups, or observation. They should also consider issues of sampling, data analysis, and ethical considerations. Researchers must be reflexive and transparent in their approach, acknowledging their biases and assumptions, and documenting their process. Collaboration with participants and other stakeholders can enhance the rigor and relevance of qualitative research.
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