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at complex knowledge, but actionable results.

Qualitative methods are best for broadening your

perspective and filling your mind with fresh (often

surprising) ideas, derived from your target group. They

might give you completely new feature or product

concepts, or point out lots of bugs in existing ones.

Either way you’ll get unique knowledge that will let

you work on the quality of your product.

At UXPin we believe that the quality of the product

comes from conversation. Constant, on-going

conversation with users. Only by having a proper

dialog can you work outside of the box formed by your

product, get compared to your competitors and know

the real problems of your target group. It’s a powerful

type of research.

The important thing is to be consequent. Just as with

economic and behavioral metrics, you want to perform

qualitative tests regularly.

Choose a method and implement it in your measuring

98 growTh and design hacking