Qualitative data provides the *whats* and *whys* rather than the *how many* and *how much* data. Qualitative research methods 1. [[User interviews]] 2. [[Direct observation]] 3. [[Contextual inquiry]] 4. [[Diary studies]] 5. [[Focus groups]] --- ## References [[Sarah Gibbons]]. “5 Qualitative Research Methods (Video).” *NNgroup*, 27 Mar. 2020, [www.nngroup.com/videos/5-qualitative-research-methods/](http://www.nngroup.com/videos/5-qualitative-research-methods/). Accessed 16 Apr. 2020.