Qualitative Research Methods in Product Management

Qualitative research methods in product management involve collecting and analyzing non-numerical data to gain insights into user behaviors, preferences, and experiences. These methods, such as interviews, focus groups, and usability testing, help product managers understand the 'why' behind user actions, guiding product development and innovation.

Example

Airbnb regularly employs qualitative research methods, such as user interviews and ethnographic studies, to understand the needs and experiences of both hosts and guests. This deep understanding has led to features like flexible search options and enhanced cleaning protocols, significantly improving the user experience on their platform.