Understanding user behavior and preferences is crucial for product owners, founders, and UX researchers in the development and optimization of products and services. To achieve this understanding, two types of data are of paramount importance: attitudinal and behavioral data.

This article explores the differences between qualitative and quantitative UX research, with a focus on how these forms of research can be used together to gain an overall better understanding of user experience. It discussed the advantages and disadvantages of each approach, examples of methods from both, as well as strategies for combining them.

Grounded Theory is a qualitative research methodology that helps researchers explore social processes such as how people interact with each other and their environment.

QA involves preventing defects in customer products and overseeing software testing. QA tests interfaces for compliance with requirements, while BAs improve business systems and facilitate communication between stakeholders, also assisting with training documentation. UX design focuses on creating seamless user experiences in all aspects of product design.

Mixed methods research integrates quantitative and qualitative approaches to collect and analyze numerical and descriptive data, offering a comprehensive understanding of a research problem.

Thematic analysis explores patterns of meaning within qualitative research data. Thematic analysis is a qualitative research approach that involves the identification of themes in data.