In the era of big data and the continuous development of data analysis tools, there is a discernible trend towards quantifying every aspect, exemplified by Swofford's assertion that his company quantifies everything. This prevalent shift can be attributed to the favorable disposition of stakeholders who place greater trust in tangible numerical data as opposed to relying on the work that must done by employees. However, is this really the case?
In my perspective, in the context of user research, both qualitative and quantitative research methods hold equal significance, each possessing distinct pros and cons, and finding suitability in specific scenarios. Qualitative research holds significant advantages in comprehending user behavior, attitudes, and motivations. It effectively addresses inquiries related to the "why" behind user actions, offering valuable insights.
However, its findings may be subjective and challenging to extrapolate to a broader demographic. Conversely, quantitative research yields objective results that can be generalized to a larger population through statistical analysis, enhancing efficiency. Nevertheless, this method may lack insight into the contextual details and reasons underlying users' choices. Moreover, Quantitative research typically involves setting clear, specific goals, resulting in targeted outcomes. In contrast, qualitative research may unveil surprises during its exploratory process, providing valuable reference points.
