About this guide
Have you ever felt like quantitative research methods like surveys don’t paint the full picture when it comes to your customers' wants and needs? Qualitative methods such as moderated and unmoderated usability testing can provide more color and context for the customer journey. These strategies uncover unique insights into nuanced human experiences, empowering teams to better understand the “why” behind customer preferences and behaviors.
In this guide you’ll learn:
- The pros and cons of various qualitative research methods
- How companies like AutoTrader and Code for America have improved their buyer’s journey
- How to choose the right method