Why quantitative and qualitative research needs to run together?

As a UX designer, I am in love with metrics this whole idea that we can just use data for anything and A/B tests is the best way to a great product. I think it’s just one of the worst aspects of the rise of this worship of data. Lots of teams think that quantitative data can solve all of their product problems. 

Only 24% UX professionals are reported using quantitative AND qualitative data to determine success

NN Group “Quant Qual Research in Practice survey with 429 participants”

Quantitative data doesn’t replace designers or design or replace listening to the users and it doesn’t tell us what we should be building.… [Keep reading] “Why quantitative and qualitative research needs to run together?”

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