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User Experience Strategist
What are qualitative surveys?
- open-ended questions on a topic, can be print or online formats
- can include drawings/diagrams as well as word-based responses
When should I do qualitative surveys?
- when investigating sensitive topics
- to get a broader view of a topic
- to allow participants to still answer “in their own words,” so their perceptions/framework comes through
Drawbacks of qualitative surveys
- lack of opportunity to extend responses and probe further
- chance for participants to misunderstand instructions, questions
- potentially low/non-response
