Qualitative analysis

Qualitative analysis focuses on non-numerical data, such as customer verbatims, to understand users' motivations, behaviors and frustrations.

This approach makes it possible to uncover deep, contextual insights that are not visible in quantitative analyses, offering a more nuanced understanding of customer journeys.
Qualitative analysis relies on various methods, including user comment analysis, moderated user testing, unmoderated user testing, and user interviews.

These methods make it possible to explore users' perceptions and expectations in depth.
Qualitative analysis is essential for informing user-centered optimization and design strategies. By revealing the underlying reasons behind behaviors and identifying unmet needs, it guides design and improvement decisions, helping to better align products and services with users' expectations and wishes.