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Quantitative data

Measurable data and facts which teams analyse to look for patterns.

Methods to collect quantitative data include online surveys, paper surveys, mobile surveys, kiosk surveys, face-to-face interviews, telephone interviews, website surveys, web analytics, online polls, and observing behaviour in a quantitative way.

Qualitative data

The result of primary research which produces non-numerical data.

The process of collecting qualitative data is sometimes unstructured. It can be time-consuming but leads to in-depth findings.

Qualitative methods usually:

  • involve interacting with people directly
  • focus on the ‘why’


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