The Data Viewfinder

When we talk about UX research, there are several methods we can use to understand how people interact with a product. These methods are usually grouped into behavioral (how users act when interacting with the product) and attitudinal (what users think, say, or feel about that interaction). They can also be categorized as qualitative or quantitative, depending on the type of data collected.

The figure below, developed by the NN Group, shows how the main UX research methods are distributed across these dimensions. In this article, we’re going to focus specifically on quantitative methods.

Imagine we’re working on a project that needs to organize the content of a website into meaningful, intuitive groups. The most suitable research method for this is card sorting, which helps us understand how users naturally categorize information.

Now imagine another scenario: we need to compare two different versions of the same product to see which one performs better. In this case, the ideal method is A/B testing, since it allows us to measure user behavior across two variants and identify which one leads to better outcomes.

Finally, there’s a quantitative method that often goes unnoticed: surveys. They’re inexpensive, easy to deploy, and extremely useful for capturing user opinions, perceptions, and preferences about a product or experience.

Surveys

The first step when using this method is to define the key information you want to extract from your results. Once that is clear, you can start crafting questions that are easy for users to understand and easy for the research team to analyze.

The simplest way to distribute a survey is to create it using online tools—such as Google Forms, Typeform, Cognito Forms, or Jotform—and share it through email, social media, or directly on your website.

When developing a form, it’s essential to ensure the writing is clear, direct, and aligned with your research goals. Below are some good practices for crafting effective questions:

• Be mindful of open-ended questions. Use them only when you genuinely want qualitative insights and always guide the user toward the type of information you need. (e.g., “What is your favorite food?” vs. “What is your favorite food to eat for breakfast?”)
• Make sure your answer options are well-defined. They should be mutually exclusive, easy to interpret, and match the type of response you expect. (For example, allow only one answer when asking about salary ranges.)
• Avoid double-barreled questions. Each question should address only one piece of information to avoid confusing the respondent and compromising your data.
• Always include an introductory message. Briefly explain the purpose of the research, approximate completion time, and how the data will be used. This helps set expectations and encourages participation.
• Respect your users’ time. Keep the form as short as possible. People frequently drop off when a survey takes more than a few minutes to complete.

In short, forms are a simple, accessible, and cost-effective way to collect structured data. When designed with clarity and intention, they provide valuable insights that can directly inform product decisions.

Card sorting

Card sorting is an extremely useful technique when you need to create a clear and intuitive classification system for different pieces of content. In the context of website design, this method goes far beyond simply shaping the navigation menu—it can influence the overall information architecture, including the number of pages, user flows, and even how content is structured in the database.

To validate or refine a menu structure, a complementary method called tree testing can be used. In tree testing, users are asked to complete simple tasks—such as locating a specific piece of information—to evaluate whether the navigation structure is easy to follow.

There are several types of card sorting. In open card sorting, users create and name their own categories, revealing how they naturally group information. In closed card sorting, the categories are predefined, and users must place the cards within those existing groups. The activity can be done individually, with each participant sorting on their own, or in small groups of up to three people, which can generate richer discussions but may also introduce bias. Card sorting can also be conducted online (using tools like Maze) or in person, depending on the context and resources available.

According to Donna Spencer’s book Card Sorting, the technique can be applied in seven main steps:

1. Define your goals and the answers you need
2. Choose the most appropriate method (open, closed, individual, online, etc.).
3. Identify the key content items your users will sort.
4. Invite participants who match your target audience.
5. Conduct the card sorting session and register the data.
6. Analyze the data you collected.
7. Apply the insights to your project.

It’s not uncommon to run card sorting more than once, and it’s often a good idea to pair it with another research method to gather additional insights. Card sorting rarely provides a final, definitive answer, but it does reveal patterns and point you in the right direction. 

A/B Testing

A/B testing is one of the most popular UX research methods. It compares two versions of a product or interface (one control version and one treatment version) to identify which performs better. This technique is especially useful when testing specific changes or deciding which of two alternatives should be released. When there are more than two variations to compare, it’s best to use multivariate testing, which allows you to evaluate multiple versions or elements simultaneously.

Usually, users don’t even realize they’re part of a test – they simply receive a different version of the product. The first step in A/B testing is to create the two variations and define clear goals (for example: Does this change bring more users to the app?). To answer that question, it’s essential to define metrics that translate the goal into measurable, quantitative data. There are no strict rules for dividing users into groups, and researchers typically avoid segmenting participants unless necessary, since this can introduce bias. For that reason, random assignments are generally preferred to ensure the results remain reliable.

Final Thoughts

Choosing the right UX research method depends on the questions you’re trying to answer and the type of data you need. Quantitative techniques like forms, card sorting, and A/B testing help us capture measurable user behaviors and preferences, revealing patterns that might not be visible at first glance. While each method has its own strengths, they become even more powerful when combined thoughtfully throughout a project. In the end, UX research isn’t about finding one final, absolute answer but about gathering evidence, reducing uncertainty, and making more informed decisions that create better experiences for users.