Quantitative Insights and Qualitative Insights
Quantitative Insights and Qualitative Insights
Data insights come in both quantitative (numbers) and qualitative (stories) forms. One shows what’s happening; the other explains why. Together, they make your research process easy.
| Aspect | Quantitative Insights | Qualitative Insights |
| Data Type | Numerical, measurable | Non-numerical, descriptive |
| Focus | What is happening? | Why does it happen? |
| Collection Methods | Surveys, analytics, A/B tests, polls | Interviews, focus groups, observations, and diaries |
| Analysis Approach | Statistical analysis, metrics | Thematic analysis, coding, and narrative interpretation |
| Output | Charts, graphs, percentages | Quotes, stories, customer personas, journey maps |
| Strengths | Generalizable, objective, scalable | Rich context, human-centric, exploratory |
Use quantitative data to spot problems and qualitative insights to fix them. Combined, they drive smarter, human-centered results.
