Framework
The four dimensions of user research methods
Every user research method sits somewhere on four dimensions: qualitative or quantitative, generative or evaluative, attitudinal or behavioral, and moderated or unmoderated. This card explains each pair in a line, so a team can see why an interview, a survey and a usability test give such different answers. Use it when choosing or mixing methods for a study. Koji's AI interviews are moderated and qualitative, with structured questions for numbers.
Where this appears
What's in this framework
- Qualitative vs quantitative: Qualitative answers why and how, through interviews and observation. Quantitative answers how many and how often.
- Generative vs evaluative: Generative finds the problem and the users before you decide what to build. Evaluative tests whether a solution works.
- Attitudinal vs behavioral: Attitudinal captures what people say. Behavioral captures what they do, which often differs from what they said.
- Moderated vs unmoderated: Moderated has a researcher guiding in real time, good for probing. Unmoderated scales at lower cost but misses nuance.
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<a href="https://www.koji.so/visuals/four-dimensions-of-user-research-methods"><img src="https://www.koji.so/visuals/four-dimensions-of-user-research-methods/four-dimensions-of-user-research-methods.png" alt="Framework of four dimensions of user research: qualitative or quantitative, generative or evaluative, attitudinal or behavioral, moderated or unmoderated." width="1200" height="802" /></a>
<p>Source: <a href="https://www.koji.so/visuals/four-dimensions-of-user-research-methods">The four dimensions of user research methods</a>, Koji</p>
