How to choose the right qualitative research methods

This article provides guidance on choosing appropriate qualitative research methods for any user experience (UX) project. It emphasizes starting by defining the research goals and aligning on the necessary depth. Generative research is recommended for idea generation, while evaluative methods assess existing designs. Popular generative techniques include interviews, focus groups, and diary studies, which uncover user needs through open-ended conversations. Common evaluative methods involve usability testing, A/B testing, and surveys to gather feedback on designs. The article also presents a helpful cheat sheet comparing different qualitative options like interviews, contextual inquiries and card sorting. Overall, selecting the right mixed-method approach based on the research statement and goals will provide valuable insights to improve products and understand user behavior.