Comparing the Use of Qualitative and Quantitative User Research in Singapore

qualitative and quantitative user research in Singapore

Before you launch your marketing campaign or conduct A/B tests on your website, you must carry out as much research as possible. This is crucial if you want to make better marketing decisions that result in higher profits.

There are two distinct types of research you have to consider: qualitative and quantitative user research in Singapore. They work in tandem and they will both give you a better view of the bigger picture of what your target audience needs.

Difference between Qualitative and Quantitative Research

Qualitative research depends on the collection and observation of non-commercial consumer insights such as what motivates them and their opinions. Quantitative research, on the other hand, is designed to gather data in measurable and numerical forms.

The most common source of qualitative research data is a tool such as open-ended customer surveys. You will be able to learn about the common pain points and the product or service features that lead to a higher conversion rate. You will understand the customers’ desires and frustrations with your products and services.

Web analytics tools such as Google Analytics will give your data for your quantitative research. You will be able to see the raw data of the number of visitors who visited your website, as well as the percentage of visitors who converted and other metrics necessary for measuring the impact of your website design in Singapore.

However, not every source of research data falls into the qualitative or quantitative categories. For example, you could send out a survey to your customers that seeks answers to a quantitative question such as how likely they are to recommend your product or service on a 0 to 10 scale. It could also have a qualitative question such as the reason for giving the score.

Ideally, you should use both qualitative and quantitative user research in Singapore. This is for the sole reason that quantitative data answers the ‘what’ but not the ‘why.’ Moreover, without the qualitative research, you are bound to create narrative fallacies that explain the ‘why,’ but there is no data to back it up.  

You will be improving your website based on narrative fallacies that will undermine the domain authority of your website.

Why Qualitative and Quantitative User Research in Singapore Is Important 

Research is the backbone of all decisions carried out on your Singapore website; this includes the UX choices offered to users and more. Here are three major use cases for your consideration:

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Conversion Rate Optimisation

Optimising your website for higher conversion rates might seem like an easy undertaking. It takes much more than tweaking the wording and colour of your CTA buttons to get better sales. However, CRO takes more than making random changes to your website.

It takes both qualitative and quantitative user research to understand what makes your visitors hesitate and what they think about your overall experience. With answers to these pertinent issues, you will have a better idea of the elements you will test and in what order.

Website Redesign

Redesigning a website is a risky undertaking and more often than not, the redesign process is made by the highest-ranking decision-maker. You might have spent months or years making small changes to your design, but they could be rendered useless by a huge website redesign.

The small changes are known as iterative redesigns, while the big changes are known as radical redesign. An iterative redesign is less likely to require a huge capital injection. However, there are situations where you will need to undertake a major redesign such as:

  • You are looking to make a shift in your product or service offering
  • You have hit the local maxima for your website, which is the point where you have exhausted all the iterative options
  • You do not have enough website users to get the data required to run A/B tests

For both redesign cases, research ought to be at the centre, and it is the best way to protect your site when you are embarking on a radical redesign process. The data from your qualitative and quantitative user research in Singapore will help you justify the copy and design choices that will make your website users happy.

Other Website Elements

Exceptional user research does more than guide website redesign or organise tests. Qualitative and quantitative user research will help you understand:

  • Which product or service features you should highlight
  • Blog topics to write about
  • How to segment your email subscribers
  • Which ad copy is likely to earn more clicks on Google Ads

However, collecting the necessary data is considered a quagmire by a majority of digital marketers in Singapore. Here are 4 methods that you can use for qualitative research:

Website Technical Analysis

qualitative and quantitative user research in Singapore

If you are an expert in digital marketing in Singapore, you must be familiar with how to do a technical analysis of a site. Most of the data you will need can be found on Google Analytics. The goal of doing a technical analysis is to identify the underlying website issues affecting the site’s user experience.

The chances are that you will identify slow-loading product pages due to heavy images, videos, and animations. You could also see that Android mobile users have a higher bounce rate than those using Apple devices. 

Each component of the technical analysis will return data and numbers for the various elements of your site such as browsers with below-average conversion rates, pages that are taking too long to load, as well as the devices that have a high bounce rate.

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Digital Analytics

Digital analytics is another method you can use for qualitative and quantitative user research in Singapore. Much like technical analytics, it happens on Google Analytics and there are two goals to consider:

  • Identifying the most important sections of your website
  • Ignoring the metrics that do not matter

However, you need to ensure that your tracking is properly set up. For instance, do you have the tracking code on every page, or are you using multiple tracking pages? Also, is goal tracking recording the conversions correctly? This will ensure that you do not waste time tracking bad and irrelevant data.

Digital analytics should give insight into what users do on your site. You will also be in a position to piece together how elements compare and what you will get them to do to optimise website design in Singapore.

Mouse Tracking

Mouse tracking traces the visitor movements on your website. In a majority of the cases, interactions and movements are used to create a heat map, and colour is used to show results.

  • The red parts on your heat map indicate that there is much activity in the section of your website
  • The blue sections indicate the areas ignored by the mouse

With that said, there are numerous heat map reports that you can use such as:

  • Scroll maps, which uses scroll tracking to record how far down the user got on the page
  • Click maps, which highlights the site’s hotspots based on clicks
  • Hover or move maps, which indicate where the user moved their mouse on your website
  • Session replays, which shows the different ways that users interacted with the different pages on your website

You will learn two basic things from this analysis:

  • How to identify the elements that visitors think that are links but cannot be clicked
  • How far the down the site users get

User Testing

User testing allows people to give feedback about your website. This will, in turn, allow you to collect qualitative and quantitative data. Typically, you give the users a task and record the narrations and screen movements as they complete the task.

There are three types of tasks to consider; broad, specific, and funnel completion. The qualitative feedback from these tasks is usually the amount of time it takes the users to complete them.

Methods of Qualitative User Research

Compared to quantitative research, qualitative research is messier and more expensive. However, it is one of the crucial ways that you can learn how to your customers think, and the keywords they use while searching for a solution.

There are three primary methods of qualitative user research you should use:

Heuristic Analysis

Heuristic analysis is an experience-based assessment of your website that is run by an expert and is based on an evaluation of your framework. The results you get are not absolute and you should view them as pieces of a puzzle.


Surveys are a big deal and a huge topic. However, here are a few pointers if you are looking to conduct qualitative user research. First off, you can either use on-page or exit surveys.

On-page surveys target a subset of your users and they are best used for gathering smaller amounts of qualitative research. If you need more information, you can survey via email, phone, or hire a research firm to push the survey to your audiences.

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 Exit surveys, on the other hand, prompt users to finish a survey before they leave your site. Follow these guidelines to carry out successful qualitative surveys:

  • Ask open-ended questions
  • Avoid leading questions
  • Code your answers appropriately

User Testing For Qualitative Feedback

This is a two-fold method that includes:

  • Listening to users narrate their experience
  • Giving user testing subjects a post-task survey


Qualitative and quantitative user research in Singapore requires that you cultivate a culture of research in your organisation. You will need to build an internal team of advocates, create an outline of the research process, make user research visible in your organisation, making prototype changes, and building a proof of concept.  

However, this is easier said than done, especially if you are not competent in the various methods used for undertaking the research. For this reason, you should hire an expert in Singapore.

Contact us for professional qualitative and quantitative user research in Singapore and digital marketing in Singapore. Our support team is on hand to give you a free and non-obligatory quote of our website design services and to answer your questions 24/7.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

September 03, 2019

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