Selecting the appropriate quantitative research technique is crucial for gathering reliable and actionable data. In this article, we will discuss various methods for quantitative UX research and explain which method is best suited for different situations.

Table of contents

When to use quantitative UX Research
Online surveys
Unmoderated user tests (no recordings)
Card sorting
Tree testing
Preference testing
Five second testing

When to use quantitative UX Research

Quantitative UX research is often used to answer questions that start with 'what,' 'where,' and 'when.' It allows you to identify patterns and draw general conclusions from large datasets. Unlike qualitative research, which focuses on 'why' and 'how,' quantitative research provides statistically supported insights.

Below, we describe the six key techniques for quantitative UX research.

Online surveys

Online surveys are an efficient way to quickly gather data from a large group of users. With our platform, surveys can be easily created and distributed.

Characteristics of online surveys

Versatile for various research questions.
Respondents can complete the survey at their convenience.
Suitable for collecting both quantitative and qualitative data through open and closed questions.

When to use online surveys

To gain insights into user demographics, preferences, and satisfaction.
For market research and user satisfaction studies.
When testing new concepts or features.

Unmoderated user tests (no recordings)

In unmoderated user tests without recordings, users perform tasks on their own devices without a researcher’s guidance.

Characteristics of unmoderated user tests (no recordings)

Users complete the tests in their own time and environment, reflecting their natural behavior.
No influence from a researcher, leading to more objective results.
Cost-effective due to the fact that no recordings are being made or stored, insights are obtained through UX Metrics and open or closed ended questions.

When to unmoderated user tests (no recordings)

For testing the overall usability of websites or apps.
With fully clickable (high-fidelity) prototypes.
In the early stages of a testing or optimization project.

Card sorting

Card sorting is a method that helps optimize the information structure of your website or app by having users categorize information in a way that makes sense to them.

Characteristics of card sorting

Improves navigation structure and information architecture.
Users group content into categories that are logical to them.
Both open and closed card sorting are possible.

When to use card sorting

When designing or restructuring a website or app.
To understand how users categorize information.
To validate existing navigation structures.

Tree testing

Tree testing is the reverse of card sorting, where you test how easily users can navigate the existing structure of a website.

Characteristics of tree testing

Focuses on finding information within the current navigation structure.
Helps identify problems in navigation and structure.
Results show where users get stuck or confused.

When to use tree testing

When evaluating the current navigation structure of a website.
Before and after making changes to the information structure to measure effectiveness.
To identify specific pain points in navigation.

Preference testing

Preference testing is used to determine which designs or concepts users prefer.

Characteristics of preference testing

Compares different designs, layouts, or concepts.
Users indicate their preference and can explain their choice.
Helps make design decisions based on user preferences.

When to use preference testing

When choosing between different visual designs or concepts.
To gain insights into users' aesthetic preferences.
To validate design decisions.

Five second testing

In a five second test, users are shown a design for only five seconds and then asked questions about what they saw.

Characteristics of five second testing

Measures the first impression a design makes.
Users indicate what stood out to them the most and what they remember.
Helps assess the effectiveness of visual hierarchy and branding.

When to use five second testing

For testing landing pages and first impressions of designs.
To determine which elements are most noticeable and memorable.
When validating branding and visual hierarchy.

Research Fundamentals | UX and market research