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Qualitative analysis
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Qualitative analysis focuses on non-numerical data, such as customer verbatims, to understand users' motivations, behaviors and frustrations.
This approach uncovers deep, contextual insights not visible in quantitative analyses, offering a more nuanced understanding of customer journeys.
Qualitative analysis draws on a variety of methods, including user feedback analysis, moderated user testing, unmoderated user testing, and user interviews.
These methods enable in-depth exploration of user perceptions and expectations.
Qualitative analysis is essential for informing user-centered design and optimization strategies. By revealing the underlying reasons for behavior and identifying unmet needs, it guides design and improvement decisions, enabling products and services to be better aligned with users' expectations and desires.
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