06.6 · Capability in Measurement

Qualitative evaluation

Evaluating the product through what users say and do, to explain the numbers.

Map3 skills

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3 skillsClick a hexagon to set your status

06.6.1Feedback analysisFinding patterns in support tickets, reviews and comments.
06.6.2Session replaysWatching recordings of real user sessions.
06.6.3Observing real usageWatching how people use the live product, in person or remotely.

Mark all 3

Where to start

3 resources

videoStart here
Thematic analysis of qualitative user research data ↗
NN/g · 4 min
A quick overview of the same method, for when you need the idea before the detail.
articleStart here
Contextual inquiry: inspire design by observing and interviewing users in their context ↗
NN/g · 2020 · 12 min
How to watch people use the real product in their own setting and ask about it as they go.
articleGo deeper
How to analyze qualitative data from UX research: thematic analysis ↗
NN/g · 2022 · 15 min
A step-by-step method for turning notes, transcripts and feedback into themes you can defend.

5 tools

ToolFree
Microsoft Clarity
clarity.microsoft.com ↗
Free session recordings and heatmaps for websites and apps.
ToolOpen source
OpenReplay
openreplay.com ↗
Open-source, self-hostable session replay with developer tools such as network and console logs.
ToolOpen source
PostHog
posthog.com ↗
Open-source product analytics with session replay, feature flags, experiments and surveys in one tool.
ToolFreemium
Hotjar
hotjar.com ↗
Heatmaps, session recordings and on-site feedback surveys.
ToolFreemium
Dovetail
dovetail.com ↗
Research repository for tagging interviews and feedback and finding themes across them.