A/B Testing

David Hoos on 09 Mar. 2018

By Jon MacDonald
7 minute read | Last Updated: February 15, 2018

Your comprehensive guide to discerning between quantitative vs. qualitative research practices and selecting the best approach for your business needs.

Frequent readers of The Good’s Insights and our clients will often hear us talk about quantitative and qualitative data. At times, though, using these terms can cause confusion . If you’re wondering what these terms mean – and why we use them all the time – you’re not alone. That’s why we’ve developed this summary.

Here’s my promise: if you’ll stick with me until the end, I’ll show you how to tell the difference between qualitative and quantitative research, how you can leverage that difference, and when to use which.

Quantitative and qualitative user research describe two different types of data that can be used to improve website usability and conversion rates.

Here are practical definitions of the two:

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