Qualitative vs Quantitative Research
Good CRO draws on two kinds of research. Quantitative research tells you what is happening through numbers and analytics, while qualitative research tells you why through observation and people's own words.
Used together they are far stronger than either alone: the numbers point to where a problem exists, and the qualitative insight explains the cause so you can fix it.
What Each Kind Gives You
- Quantitative: analytics, conversion rates, A/B test results.
- Qualitative: surveys, interviews, session recordings, usability tests.
Numbers Without Context Mislead
Data might show that a page has a high exit rate, but the number alone cannot say whether visitors were frustrated or simply finished what they came to do. Qualitative research fills that gap.
A Balanced Approach
We typically use quantitative data to find where the biggest opportunities lie, then qualitative methods to understand the reason, then a test to confirm the fix works. Each kind of research plays to its strengths.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.