What is the primary purpose of quantitative research?

The primary purpose of quantitative research is to gather measurable data about user behavior. This type of research focuses on quantifying the problem by collecting numerical data that can be transformed into usable statistics. It allows designers and researchers to identify patterns, relationships, and trends in user behavior, which can then be analyzed to make informed decisions about design improvements or changes.

Quantitative research often employs tools like surveys, experiments, and usage analytics, all aimed at obtaining objective data. The results can be generalized to a larger population, providing a clearer picture of user needs and preferences. This is particularly useful for UX designers when seeking to validate assumptions or hypotheses with concrete evidence.

Other approaches, like qualitative research, aim for more descriptive insights, providing narrative feedback or facilitating group discussions to explore user experiences in-depth, but these methods do not focus primarily on quantifiable data.