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Qualitative research in product management: the guide
Qualitative research in product management: the guide

Research aids in decision-making at every stage of product development, helping product managers and other team members reduce risks and minimize the costs of testing ideas. Of course, research cannot provide 100% certainty or guarantee success in every project, but it can save teams and companies significant time and money.

Qualitative research is the most common tool in a product manager’s arsenal for gathering user information and testing hypotheses. However, there’s a temptation to rely solely on qualitative research, sometimes unnecessarily. As a result, it’s important to understand the benefits (and limitations) of qualitative research, which we will discuss below.

In this article, we’ve collected essential knowledge about qualitative research that can help product managers use it as effectively as possible. Over the course of this guide, we’ll talk about primary methods for qualitative research, when to apply them, and how to draw conclusions from their results. In addition, we will also review the stages of conducting user interviews and give practical recommendations for each of them.

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