Copyright by Avinash Kaushik

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Chapter 3. Overview of Qualitative Analysis

The prior two chapters have touched on the importance of understanding the why behind customer behavior in addition to the what. You know the what from clickstream data that your favorite web analytics tool is reporting. Only by being aware of the why can you derive actionable insights around customer behavior on the website and outcomes from that behavior.

Many of us in the traditional web analytics community do not have an optimal level of awareness of user research methodologies. In this chapter, I will go into great detail about a few of the most common methodologies to help improve your awareness of the options at your disposal and to show how you can best deploy them in your company.

The goal of ...

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