Very useful post, not only for UX experts and practitioners, but also great insight for all people who want to conduct quantitative or qualitative research, marketers, advertisers, agencies, etc.

@Craig, absolutely agree! Combining statistics or numbers with qualitative research tools (great and affordable tools are now out there) is a great way to get all the “what, where and how” plus the “why” factor.

Something like putting a face and an emotion behind number!

Best,

Melanie

Added to your usability list, I would also mention that for usability testing you can also include remote automated tests (a low cost but useful tool to gather user task data). Plus, remote or in-person moderated tests (more cost, but rich data) that explains the “why” of user behavior and provides actionable insights are super-helpful.

Thanks again for the great article, and good luck with your editing!