How to Collect Quantitative UX Research Data
Much like customer experience (CX) professionals collect and act on customer feedback and data, those in charge of the user experience (UX) must learn how users interact with their product, website, or application. This form of research is referred to as user research or UX research, and it’s a critical part of designing a great user experience.
User experience research refers to the work that is done to understand users. It involves learning the user’s needs, pain points, preferences, behaviors, and motivations through the use of qualitative and quantitative research methodology.
Many UX professionals gravitate more towards qualitative research, such as 1:1 interviews and immersion programs, because it’s considered easier and affordable when compared to quantitative, but in reality, both methods must be applied to run a successful UX research program.
In this article, we’ll cover the six methods for collecting quantitative user research data.
What is quantitative UX research?
Quantitative research speaks to forms of research that are quantifiable, such as the number (or percentage) of people who said or did something. Quantitative user data should be collected when you have a working product, website, or app, either at the beginning or end of a design cycle, to determine whether the tasks were easy to perform.
This type of user research is typically conducted using surveys or feedback buttons, as well as A/B testing, clickstream analysis, site analytics, user session data, app analytics, search logs, and bug tracking.
Let’s dive into some of the methods you can use to collect quantitative data.
1. Feedback buttons
A simple and effective way to gather user feedback is by inserting a pervasive feedback button on your website or application that users can click on at their convenience and provide feedback in real-time.
Usabilla feedback button
The feedback button can be placed on a particular page or across the website or app. It’s common practice to place it on the right side of the page as the eye naturally moves from left to right while digesting content.
You can design the feedback mechanism to be as simple or as detailed as you’d like. For instance, in the GIF below, the user is given the opportunity to fill out a survey and provide a screenshot of the issue as part of their feedback.
Usabilla specific feedback screenshot functionality
2. In-the-moment surveys
Another method for collecting quantitative user data is via targeted, in-the-moment surveys that reside within the user’s browser or app interface.
Usabilla in-the-moment slide-out survey on mobile
Like feedback buttons, these should be customized based on the data you’re trying to uncover and the exact users you want to prompt to give feedback.
3. User satisfaction
Satisfaction looks at how satisfied the user is with the experience of your product or website, down to features and functionality. Satisfaction with the UX can be measured in the same way as customer satisfaction: using the Customer Satisfaction Score (CSAT).
Usabilla CSAT slide-out survey with open-text box
4. Star Ratings
Star ratings are synonymous with website reviews and online feedback. There isn’t a scale or a specific question to ask, but it’s typically along the lines of: “How would you rate your experience on our website/app?” The user then rates the experience from one to five stars.
Usabilla star rating
This is a simple, yet effective way to find out how users feel or think about your app, site, or product. It’s also important to include an open-end question that allows the user to provide some detail behind the rating.
This metric looks at the ease of use of a product, website or application. It’s one of the most coveted metrics for the UX professional. Why? Because the goal of user experience is to improve satisfaction and loyalty through the level of utility, ease of use, and pleasure.
6. Net Promoter Score (NPS)
Net Promoter Score states an intention to do something based on how you feel. If someone is likely to recommend your product, your app, or your site based on the experience they had using it, then the experience might have been a good one.
Usabilla NPS survey question with the option to add contact information
While many will advocate for NPS as a top UX metric, you should use it with caution, and know that you will need more data to understand the score.
These six methods to collect quantitative UX research data are only a piece of the puzzle. You should pair them with qualitative research, analyze all results, and then act on the key findings to improve the user experience.
For a full picture on how to run a successful UX research program, check out our guide: